We’re living through the biggest point of change ever in the history of advertising. The withdrawal of third-party cookies from Google’s Chrome web browser and the upcoming launch of iOS 14.5 from Apple will fundamentally restrict the industry’s ability to target individual users and track cross-site activity.

Location intelligence continues to be a tentpole topic in local commerce. This is the subsector of the broader local media, advertising, and commerce worlds that works with location data and targeting. It’s Street Fight’s theme for the month of April, and it continues to transform rapidly.

As someone who has worked in the industry for more than five years, I have never known a time of such incredible change for the ad tech ecosystem as 2021. While Blis is fully attuned to and prepared for the upcoming disruption, there is still a significant number of vendors that don’t appreciate the scale of the change and most importantly the impact it is going to have on all stages of planning, delivering and measuring the digital advertising strategy.