In late June, Apple announced major restrictions related to IDFA — its ID for the in-app environment on IOS devices. These changes are truly unprecedented and put the mobile marketing industry in jeopardy, undermining the existing models of retargeting, attribution, and building look-alike audiences for iOS apps.
Is CTV the Future of Video Advertising?
The number of CTV adopters is constantly growing. Last year their number reached up to 182 million in the US alone, and it’s expected to reach over 204 million by 2022, according to eMarketer estimation.