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Diffuser brand Vitruvi charts brick-and-mortar expansion after rebrand

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In 2021, Apple launched its iOS14 update, asking users to opt-in to cross-app tracking. Since then startups’ ability to target new customers digitally has gotten harder and more expensive.

Truett Horne, managing director of the Alvarez & Marsal Consumer Retail Group said over email that the iOS14 privacy-related updates has “created advertising barriers. This has led to lower efficiency in buying, thus creating higher acquisition costs,” he added.

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