This does not mean advertisers can no longer get their brand in front of their desired audience, though. In fact, they can do it without even having to invent something new. Namely, by going back to the roots of advertising. It’s time for a contextual revival.

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I believe that we need to go further in the reflexion. Targeting users based on statistics and consumer profiling is necessary to increase ROI. The problem overtime is that we have based this type of targeting around the user platforms and following this user all around. It was more important to develop tracking capabilities instead of developing targeting qualifying methods. There is a important difference between tracking and qualifying. IDFA has contributed more to tracking than qualifying.

What we need to get out of this is that we need to be able to qualify users and be able to anonymously follow them, with their consent, in a transparent way across platforms. Instead of going back 15-yrs backward, we need to bring real solutions to support user targeting in a transparent way. There should be efforts to use tracking to deliver ads and not to qualify users. An app or a site should not be able to monitor or access information in a user outside their ecosystem (apps, sites…) and where they do not have user permission. So maybe, instead of limiting IDFA usage, Apple should protect user by blocking any tech swapping data outside their sandbox without consumer consent.