Apple's digital ad business is gaining momentum, while Facebook and Google appear to be losing steam, according to Appsumer.
The research, based on an analysis of the online ad budgets of over 100 different consumer app companies, found that Apple's ad business has benefited from the company's major iOS privacy update in 2021, which made it more difficult for companies like Facebook to track users across the Internet.
Apple has "joined the duopoly of Facebook and Google at the top table of advertiser adoption," according to Appsumer, which is owned by InMobi. "One of the things that's quite interesting is the ATT measurement limitations that are kind of put on the wider network doesn't exist in the same way for Apple," Lais said. "So you could say Apple has slightly more visibility or an advantage across the other channels on iOS.", as retailers spend more money to promote their products on the site they rely on for customers.
Even though it topped Snap, TikTok's adoption rate dropped nearly 7 percentage points in the second quarter. Lais said app developers are still trying to figure out what ads work well on the short video service.The numbers weren't all bad for Facebook. Its share of wallet rose 4 points to 28% in the fourth quarter, indicating the social media company is experiencing some "signs of recovery," Lais said.
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