New Delhi, Sep 7 : Apple’s privacy reforms in the App Store, dubbed App Tracking Transparency (ATT) has brought a boost to its advertising business and also the iPhone maker has managed to break through the advertising monopoly of Google and Facebook in the market for online search.According to a report from InMobi’s performance insights platform Appsumer, Apple Search Ads (ASA) joined the duopoly of Meta and Google at the top of advertising adoption, as it increased its adoption by almost four percentage percentage points (year-on-year) up to 94.8 percent
In the same time the Meta’s Ad-Adoption rate dropped 3 percentage points to 82.8 percent.
This trend was also seen with the share-of-wallet of the search ad business of Apple grew five percentage points to achieve 15% of the market while Meta decreased by four percentage points, but being a significant advantage with 28 per cent share.
“Meta also found that share-of-wallet was up as it compared Q4 21 with Q2 22, indicating that they’re beginning to recover from their initial headwinds from ATT.Google was fairly steady in both of these metrics since the majority of their inventory is on the Android platform,” the report noted.
The next question is how much Apple increase its search ads business share of its wallet, considering that the inventory is limited by the number of searches that are made on the App Store.
Meta CEO and founder Mark Zuckerberg has admitted that Apple iOS privacy changes will cost the company 10 billion dollars in 2022.
Meta has also claimed Apple of favoring Google over apps-based platforms such as Facebook with their privacy policies.
Apple’s iOS 14.5 update, which was released in April 2021 was released in April 2021.It included with an ATT feature that has impacted the digital advertising of tech giants.
“We believe that the restrictions put forth by Apple are created in an attempt to cut browsers free of the tracking Apple requires for apps.
What that means is that search ads will be able to access more data from third parties, to optimize and measure their effectiveness as opposed to ad platforms that are app-based such as ours” According to Meta.
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