Dive Brief: 

• 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. 

Dive Insight: 

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.