Cutting cookies: How Apple is sparking an internet advertising revolution

2017 has been a tough year for advertisers - from increased ad costs to growing ad blocker usage and the resulting need for more personalisation, it’s been a difficult year for the industry. Apple’s recent news hasn’t helped either. The company’s new “intelligent tracking prevention” is set to completely change the advertising scene. So, what exactly does it mean? To put it simply, iOS 11, Apple’s forthcoming software update, will make it harder for advertisers to put cookies in consumer devices. This has the potential to hurt user experience and campaign targeting massively.