- The release of Apple's iOS8 last month came with new mobile ad retargeting options.
- Apple has had a mobile cookie problem for a while, and is pitching iAd to marketers as a way around it.
- The target works like this — a user puts a pair of shoes into an online mobile shopping cart, but abandons the purchase. Those exact pair of shoes could then be advertised to the user across different iOS apps.
A lot of companies have a stake in the race to a cookie-less tracking system — especially in mobile where cookies are ineffective. If Apple's new features really offer a solution, it could really set it apart from the herd because of the popularity of the devices.