Changes to Apple and Google’s web tracking tools mean advertisers are having to “revisit the whole way we are working,” Publicis Chairman Maurice Levy said.
The move has led to infighting in the tech industry, with Facebook and Apple sparring over the latter's privacy updates. Facebook is likely to be one of the companies most affected by Apple's iOS changes, and has been pushing into new business lines likeshould help to shield the marketing giant from the fallout of Apple and Google's privacy changes.
"I think that the decision which has been made is a very good one," Levy told CNBC's Karen Tso. "I believe that it's normal that somebody who is working in a country pay the taxes in that country." Levy added: "15% is not excessive it's a minimum I consider that this is fair and I believe that the G-20 will accept that kind of solution."
"As all of those platforms have valuation market cap which are above hundreds of billion — and sometimes trillion — it is important that they contribute to the taxes in the country where they operate."
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