Apple and Google are pushing privacy changes, but a shift in digital tracking is giving some platforms a bigger advertising advantage.
The internet industry shuddered last year when Apple introduced privacy measures for the iPhone that threatened to upend online tracking and cripple digital advertising. Google pledged similar privacy actions.
But in less than a year, another type of internet tracking has started taking over. And it is having the unintended effect of reinforcing the power of some of tech’s biggest titans.
The shift suggests that gathering people’s online data for targeted advertising is not going away. That has implications for how companies make money online and how the internet operates. It also underlines the advantages built up by some of the largest digital platforms.
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