Facebook and Google are losing ground to Apple in online advertising as a result of iOS privacy changes


In contrast to Google and Facebook, Apple is gaining traction in digital advertising, according to a survey released by Appsumer a few days back.

The study found that Apple’s ad business has benefited from the company’s significant iOS privacy update in 2021, which made it more challenging for businesses like Facebook to track users across the Internet. The study’s findings were based on an analysis of the online ad budgets of over 100 different consumer app companies.

People can advertise on Apple’s App Store using its search advertisements. According to Appsumer, the adoption rate for advertisers increased by almost 4 percentage points from a year earlier to ninety-four point eight percent in the second quarter, while adoption for Facebook decreased by 3 percentage points to eighty-two point two percent. The rate for Google dropped 2 points to ninety-four percent.

According to Appsumer, a company owned by InMobi, Apple has “entered the duopoly of Facebook and Google at the top table of advertiser adoption.”

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Apple’s better reputation, according to Shumel Lais, general manager of Appsumer, is due to an increase in the number of app developers ready to spend a lot of money to increase downloads. The amount of data that ad-based applications like Facebook can use to assist marketers with their online ad campaigns has also been restricted by Apple’s App Tracking Transparency (ATT) upgrade.

One of the most intriguing things, according to Lais, is that Apple is not subject to the same measurement restrictions that ATT is for the larger network. Therefore, you could claim that Apple has a minor advantage or higher visibility compared to other outlets on iOS.

As retailers pay more money to advertise their products on the websites their customers depend on, Amazon’s position in e-commerce is mirrored by Apple’s surge in online marketing for developers.

Google continues to lead the pack with thirty-four percent of the total amount app developers spend on online advertising, also known as “share of wallet.” Following Facebook at twenty-eight percent and Apple at fifteen percent, it is Facebook. Because Amazon is not a platform for developers, it wasn’t included.

At the low end of the market, TikTok surpassed Snap, which ATT had also severely damaged. According to Appsumer, TikTok has a three percent market share and Snap has a two percent market share.

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Despite surpassing Snap, TikTok had a decline in adoption of over 7 percentage points in the second quarter. According to Lais, app developers are still figuring out what kinds of advertisements perform well on the short-video service.

According to Lais, brands may still be making adjustments to make TikTok work for every vertical.

For Facebook, the numbers weren’t entirely terrible. In the fourth quarter, its share of wallet increased four points to twenty-eight percent, demonstrating some “marks of recovery” for the social media company, according to Lais. Facebook’s parent company, Meta, announced in July that its second-quarter revenue had decreased more than it had anticipated and that its third-quarter sales would also be down from the same time last year.

Lais claimed that unlike Google and Apple, which show advertising based on search phrases, Facebook benefits from the randomness of ads.

According to Lais, Facebook still offers a lot of distinctive features, and users are still in a kind of discovery period, so there is still room for growth.

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