According to a study published by Appsumer, Apple is gaining momentum in digital advertising, while Google and Facebook are losing popularity. The advertising budgets of over 100 different consumer app companies were analyzed. Its result showed that Apple’s advertising business benefited from the company’s major iOS privacy update in 2021, which made it harder for companies like Facebook to track internet users.
The advertiser acceptance rate for App Store ad placement in the second quarter increased by almost 4% year-over-year to 94.8%. Facebook adoption dropped 3% to 82.8%, according to Appsumer. Google’s rating fell by 2% and caught up with Apple.
The Apple App Tracking Transparency (ATT) update has limited the amount of data apps like Facebook can use to help brands with their online advertising campaigns.
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“Interestingly, the ATT restrictions for third-party advertisers don’t apply to Apple itself to the same extent,” said Shumel Lays, general manager of Appsumer. “So Apple sees more data, which is an advantage over other advertising channels on iOS.”
In terms of developer spending on online ads, Google remains in first place with 34% of funds received. Facebook comes in second with 28%, followed by Apple with 15%. At the same time, the financial share of Facebook increased by 4%.
Source: CNBC
