iOS 14: The Beginning of the End

OVERVIEW:

For the past several months, industry articles have been warning us about the imminent iOS 14 update and how this will change the way advertisers target audiences. Facebook has pushed this topic to the forefront with their recent all-out attack on Apple, proclaiming that they are standing up for small businesses. So what exactly is going on here, and how will this impact the current advertising landscape?

Let’s start by covering some vocabulary.

PII — Personally Identifiable Information. This includes things like a name, email, address, phone number, basically any type of information that would identify a user.

IDFA —…