The good news for the market is that there is an individual identifier, accepted by both Apple and Google, and compliant with the legislation on personal data. This identifier is the advertising ID, the whatsapp number list app cookie", managed not at the level of a web browser, but directly by the operating system of smartphones.
Read also: Advertising: Are Android ID and IDFA the future cookies?
While some programmatic players have bet everything on the cookie, others, from mobile, have been working for almost 10 years with advertising ID - IDFA on iOS or Android ID - and are thus able to individually target mobile users, for awareness campaigns, online traffic generation, or even drive to store.
And unlike web players, who pretend to discover the GDPR and its constraints in 2021, in-app advertising players have benefited from "very special" attention from the CNIL, with the deployment of the first in-app CMPs in 2018, in particular to manage geolocation.
Read also: IAB France guides brands into a cookie-free future
The deployment of ATT (App Tracking Transparency) by Apple in iOS 14.5 is also part of this logic, by now applying this consent system everywhere in the world, and not just in Europe, before any targeted advertising.
It is therefore with several years of experience and purchasing volumes that now amount to billions of impressions that mobile advertising specialists like Mobsuccess can affirm that the future of our businesses will involve these in-app environments.