Why Apple is the Big Tech dark horse of adland

It’s been a tumultuous few weeks for the digital advertising sector, primarily at the hands of the scions of Big Tech.

In late July, Google reversed earlier plans (four-plus years in the making) for online ad targeting and measurement in its web browser Chrome. Elsewhere, last week saw an audacious move from X to sue marketers for not spending enough money on the platform formerly known as Twitter.

It scared the guardians of some of the biggest brands in the world so much that their global trade org shelved its five-year endeavor to lead a collegiate effort to help clean up the often murky world of online advertising via the Global Alliance of Responsible Media (GARM).

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