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RCS Revolutionizes Mobile Marketing: What You Must Know

RCS (Rich Communication Services) is accelerating as a marketing channel after Apple added RCS support to iPhones (iOS 18) and Apple and Google began testing cross-platform RCS encryption. Adoption and daily usage metrics rose sharply in 2024–2025: Google reported over 1 billion RCS messages daily in May 2025, T-Mobile users sent ~613 million daily RCS messages, and Infobip reported 550% RCS adoption growth in 2024. Vendors and platforms launched RCS-focused features and services — Twilio introduced Rich Content Cards and later announced general availability of RCS for customers, Attentive launched RCS Business Messaging in the U.S., Infobip deployed RCS across the four major U.S. carriers, and Cordial added RCS support. Reports highlight benefits (higher open and click rates) and risks (projected growth in RCS fraud). Marketers and vendors expect RCS to enable richer, measurable mobile experiences and new commerce flows inside messaging.

AdTech Shifts: Privacy Concerns and Creator Monetization Rise

AdExchanger’s June 29, 2023 round-up highlights two main threads shaping AdTech: privacy-focused platform changes and creator-focused monetization tools. Chrome’s July 12 update will broadly roll out Google's Topics API, shifting from broad behavioral profiling to topical signals, a move many in the industry view as imperfect for privacy and prone to fingerprinting risks. Privacy advocates and industry voices critique the Privacy Sandbox and Google’s control over data, while some acknowledge limited protections. Separately, Shopify is launching Collabs Network to connect merchants with public-facing content creators in the US, Canada, and the UK for affiliate marketing, requiring creators to have public accounts and at least 1,000 followers, with expansion plans as merchant adoption grows. The piece also notes Gannett’s lawsuit against Google and NBCUniversal’s partnership with Blockgraph for first-party data activation, alongside industry commentary on Google’s broader ecosystem strategy. The roundup underscores ongoing tensions among privacy, data access, and monetization in ad tech.

The Politics Of Privacy And Antitrust; Will Apple (Finally) Enforce Fingerprinting Rules?

AdExchanger’s news round-up examines how privacy policy and antitrust dynamics shape the ad-tech landscape. Apple’s ATT already blocks device fingerprinting; enforcement, according to two confidential sources, could come later this year. The piece notes EU privacy rules, including Schrems II, are being repurposed to pressure Silicon Valley giants, with GDPR reinforcing the value of walled gardens. The Trade Desk argues Google has crippled header bidding through behind-the-scenes deals, while a Scope3 case study shows trading away Google Open Bidding reduced CO2 emissions by about 5,387 metric tons annually, with Scope3 noting its CO2 metric measures energy used in data processing across the online ad supply chain. The roundup also covers related moves, such as Gupshup acquiring AskSid and leadership changes at Data Axle and Merkle, reflecting ongoing corporate activity in the space.