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“ We ' ve grown in size with the acquisition and in relation to the global resources open to us . Salesforce is an amazing company to work - as I think , it has the right heart in place - especially with its involvement in philanthropy .”
Looking ahead , Ram says the proliferation of marketing solutions is ever-changing . “ It ' s a very dynamic industry , Apple recently announced that , as part of the iOS 14 update , it will be giving users the choice to block the Identifier for Advertisers ( IDFA ) identifier at the app level .
“ This is going to kill the option to track campaigns using their Apple phones . And that ' s a major change in the industry .”
According to reports , Apple has taken the strategic stance that privacy is a user right and is currently taking steps to grant users more ability to opt-out of any type of targeting or tracking the change is expected to occur across Apple ’ s entire product portfolio .
IDFA is a unique identifier for mobile devices and is used to target and measure the effectiveness of advertising on a user level across mobile devices .
Looking ahead how technology will shape the industry in the near future , Ram predicts cryptocurrency will take off - not just as a speculative financial tool - but as an actual currency to be used in retail and marketing . “ I think it ' s , it ' s getting to the point where it ' s mature enough and safe enough for some of these currencies . I ' m excited to see how the GameStop drama pans out .”
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