There's been plenty of talk around user privacy in the advertising world these days. Google and Apple have definitely placed pressure on brands by removing the crucial component of tracking – the ad ID. Just last month, Google said in a policy update that the ad ID will be removed in late 2021 when a user opts out of internet-based advertising or ads personalisation. As such, the ad ID will be unavailable and advertisers will receive a string of zeroes in place of the identifier. Meanwhile earlier this year, Apple rolled out its iOS 14 which requires users to give developers permission before tracking them via the identity for advertisers (IDFA). Users are also allowed to change permission preferences in their settings.