February 8, 2023

After the recent rollout of its “Audiences” marketing tool, Shopify wanted to find a solution to circumvent Apple’s changes to ad data collection, which ended the collection of third-party data without users’ express permission (most of which declined, according to Financial Times (opens in a new tab)).

While this is expected to cost the global advertising market billions of dollars, independent merchants will pay twice as much in mid-2022 to find new customers than the year before, according to Kaz Nejatian, vice president of product at Shopify. A sea shift in which practices are challenged does not necessarily have such a negative impact on all businesses.

Shopify audience

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