Apple’s anti-tracking feature is looming. But whether it will help or hinder ad dollars flowing into Apple depends on who you ask. The harder it gets to track people the more it costs to see who clicks on what ad and whether doing so leads to an app being installed or some other lower-funnel action. But those marketers do have to be even more prudent with their media dollars on iOS during these times of uncertainty, and sometimes that means moving some money over to the other dominant mobile platform — Android. Read more below.

• Fewer dollars spent on iOS could help ease pressure on contingency plans — at least until the furor over advertising on Apple subsides.
• For Digiday+ members: TV advertisers have largely kept their upfront commitments rather than cancel a large percentage of their ad buys.
• Many of the lawsuits filed since the California Consumer Privacy Act went into effect allege companies have failed to provide opt-out tools or disclose how people's information is shared.
• Marketing executives are preparing for this new, hybrid world of in-person and remote collaboration post-pandemic.