CAKE: Addressing the Mobile Tracking Challenge


As recently as 25 years ago, it was impossible to predict that the rise of the Internet, together with the remarkable growth in the popularity and computing power of mobile devices, would transform the commercial world beyond recognition.

While marketers have adapted well to accommodate the technologies and techniques associated with online marketing, many initially struggled to leverage the potential benefits arising from the inherent “two- way” nature of digital communication.

Related content

Google introduces Privacy Sandbox for Android

Learn more
MobileAdsUnite

Consumer control and “common sense” key to tackling mobile ad blocking: IAB UK study

Learn more
Mobile Engage

IAB UK bids farewell to flagship Mobile Engage event

Learn more

Mobile post-click tracking FAQs

Learn more

Fast forward to 2030 with Futurescape

An in-depth exploration of the attitudes, innovations and media shifts that will shape the years ahead and redefine how we advertise by the turn of the decade

IAB UK Chatbot

Close Chat

Hi, I'm NORI

As the IAB’s AI-powered chatbot, I’m here to help IAB members understand everything about the world of digital advertising. You must be an IAB member to ask a question. To get started, either log into your account or create one below.

Are you sure you want to clear your chat history?

No
IAB chatbot icon