Reminder: ID-based targeting on iOS is dead.

Most of the industry just hasn’t accepted it yet.

Globally, only about 25% of iPhone users opt into Apple's App Tracking Transparency (ATT).

We spent so long perfecting the technology of tracking that we forgot to ask the most important question: Do people actually want this?

A 2023 Forrester report found most consumers are uncomfortable with how much brands know about them, especially when that knowledge comes from tracking across the web.

Trust in advertising has never been lower. Ad blocking has never been higher. And we’re surprised?

The entire industry runs on the same handful of platforms. Same targeting. Same optimisation. Same disappointment.

Apple didn't kill targeting. They just revealed what consumers have been trying to tell us for years.

The best performing ads were never about perfect targeting . They were about perfect creative. About showing up in the right context with something worth seeing.

The future isn't in finding new ways to stalk. It's in creating ads people actually want to see.

Because when 75% of your audience opts out, maybe it's time to opt into something better.

Stop mourning the death of tracking. Start celebrating the rebirth of creativity.

But the creative alone isn’t enough. It’s the media choices that amplify it. The measurement frameworks that reflect reality.

Today, contextual and geo-based targeting are smarter and more scalable than ever.

Identity graphs can stitch signals across devices, platforms, and channels. But there's still a big gap between what's technically possible and what's practically useful.

The future of advertising isn’t one-dimensional. It’s a balance of attention, context, reach, creativity, and consumer experience.

Because the reality is; the best tech stack in the world can’t fix bad thinking.

But good thinking can work miracles with basic tools.

So stop buying features. Start building relationships.

Because when everyone has access to the same tech, the only real differentiator is whether you actually care.

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