![]() In contrast, Facebook’s share dropped 4% to 28%, while Google’s stayed the same (from 35% to 34%).Īpple seems to be discovering a new source of revenue it used to proudly shun. Perhaps, unsurprisingly, advertisers have begun spending more money on Apple, with its share-of-wallet (SOW) increasing by 5% to 15%. The adoption of Apple Search Ads by advertisers grew 4% to 94.8% year-over-year, while that of Facebook’s decreased 3% to 82.8% and Google’s went down from 96.5% to 94.8%. ![]() A survey by performance marketing firm Appsumer suggested that the anti-tracking feature boosted the adoption of Apple Search Ads, providing Cupertino a springboard for challenging Google and Facebook’s advertising duopoly. New ad empire in the making?Ī new report on the impact of Apple’s privacy policy found that mobile app advertisers are warming up to Apple. However, it looks like it's Apple itself that will likely benefit the most. It may not be a lie, (unless the anti-tracking restrictions can be sidestepped by the big tech, which increasingly looks like the case). It’s time to ask: Cui prodest? Who benefits from Apple’s anti-tracking crusade? Apple will tell you that it’s you, the user, who is benefiting from less tracking and more privacy. Small businesses have also become collateral damage in Apple’s anti-tracking quest, as the cost of acquiring new customers has risen. Highly personalized ads pay off way more than ads based on a random or less precise set of data, so Facebook is losing money - Apple’s anti-tracking feature is projected to cost Meta $12.8 billion this year.įacebook will take the greatest hit, but other big tech won’t be spared either: Google-owned YouTube is set to lose $2.2 billion, Snap - $546 million, and Twitter - $323. That data is crucial to targeted advertising which Facebook relies on as its prime source of revenue. Apple dealt a blow to the ability of third-party platforms to pull personal data from apps. The disruptorĪpple’s push against third-party tracking wreaked havoc on the global ad market, prompting outcry from advertisers and, most notably, from Facebook. Only about 25% of iOS users worldwide now explicitly let apps to track them. Its new privacy feature, known as App Tracking Transparency (“ATT”), required apps to seek users’ permission to track them across other applications and websites, thus making it easier than ever for users to opt out of tracking and personalized advertising - which they overwhelmingly did. Those figures could be even higher had Apple not launched a sweeping crackdown on tracking last year. Google earned a staggering $209bn from ads alone last year and Meta crossed the $100bn threshold for the first time, raking in $115bn. While Apple’s ad revenue is expected to reach $5bn this year, it pales in comparison to the ad money Google and Facebook are making. You are a jewel, and we care about the user experience,” Apple CEO Tim Cook famously said in 2018.Īnd unlike most of its high-profile competitors, Apple seemed to be walking the talk. Apple has always styled itself as a paragon of privacy whose profits are not ad-driven.
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