Observed Signal · Jun 29, 2026 · Opinion / Analysis · Source: AdExchanger · Impact: 2/5 · Sentiment: Negative
Platforms Abandon SKAdNetwork, Creators Left Confused
This AdExchanger opinion roundup argues that major platform shifts — notably Apple’s handling of SKAdNetwork and Google’s Privacy Sandbox changes — have imposed significant engineering and product costs on publishers, advertisers and ad tech vendors while delivering little reciprocal support. Eric Seufert criticized Apple’s abandonment of SKAdNetwork on a recent podcast, saying the industry was coerced into adopting it. The piece also reports growing pains in the creator economy after Cannes Lions, where many creators felt poorly supported for brand deals, and cites research from Forrester and WPP-owned Gain Theory showing marketers remain uncertain about measuring creative effectiveness. The article notes demand shifts in sports advertising (World Cup affecting ITV scheduling), Omnicom leadership comments post‑merger, and program changes at MS NOW, while framing contextual analysis and AI as emerging but uneven solutions for creative measurement.
Industry-opinion piece summarizing platform-driven identity and measurement disruptions (Apple SKAdNetwork, Google Privacy Sandbox) and creator-economy friction; informative but not a new policy or technical release.
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Key Takeaways & Evidence Grounding
- AdExchanger published the opinion piece on 2026-06-29.
- Eric Seufert said Apple ‘coerced’ the ecosystem into adopting SKAdNetwork and criticized Apple’s abandonment of it.
- Publishers and ad tech companies spent tens of millions of dollars adapting to Google Chrome’s Privacy Sandbox, according to the article.
- TheWrap reported many creators at Cannes Lions felt there was a lack of structure and planning for creators to make brand deals.
- ITV is dropping midgame ad breaks for the men’s rugby Nations Championship because advertiser demand shifted to the World Cup.
Connected Companies & Entities
14 Entities mapped“…Eric Seufert railed on Apple’s abandonment and the subsequent death by disregard of SKAdNetwork, without so much as an update....”
“Publishers and ad tech companies spent tens of millions of dollars adapting to and building products for Google Chrome’s Privacy Sandbox....”
“By now the phrase “pivot to video” is a punch line for when publishers or creators waste money in the effort to satisfy a social network’s (...”
“And in a podcast last week with Olivia Kory of the incrementality measurement vendor Haus, Mobile Dev Memo publisher Eric Seufert railed on ...”
“Right now, marketers are more likely to invest in AI for efficiency initiatives rather than for measuring effectiveness, says the Forrester ...”
“According to TheWrap, however, the festival itself hasn’t quite figured out how it feels about this burgeoning part of the attendee pool....”
“ITV is dropping midgame ad breaks for the men’s rugby Nations Championship next month because all the demand went to the World Cup instead....”
“MS NOW is going to start filling its weekend evening airtime with video podcasts from partners like Crooked Media....”
“Almost seven months after the Omnicom-IPG merger closed, Omnicom CEO John Wren says he’s already starting to see results....”
“Almost seven months after the Omnicom-IPG merger closed, Omnicom CEO John Wren says he’s already starting to see results. [[Bloomberg]]...”
“On the other hand, though, CMOs are still struggling to prove that their creative actually works, Digiday reports....”
“At Its First-Ever Cannes, OpenAI Says ‘We Are Clearly In The Advertising Business Now’ (linked in the page's related reads)....”
“ITV is dropping midgame ad breaks for the men’s rugby Nations Championship next month because all the demand went to the World Cup instead. ...”
“MS NOW is going to start filling its weekend evening airtime with video podcasts from partners like Crooked Media. [[Variety]]...”
Ontology Mapping & Concepts
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