Chart of the Day:
@Apple’s advertising business has more than tripled its market share in the six months after it introduced privacy changes to iPhones that obstructed rivals, including @Facebook and @Google, from targeting ads at consumers.
*A Thread*
@Apple’s advertising business has more than tripled its market share in the six months after it introduced privacy changes to iPhones that obstructed rivals, including @Facebook and @Google, from targeting ads at consumers.
*A Thread*
Search Ads now drives 58% of all iOS app installations that can be tied back to paid ads, according to @Branch, whose basket of data comprises 250 major apps including BuzzFeed, Instacart, Strava and Starbucks. That’s more than three times its 17% share a year ago
What has made Search Ads suddenly attractive is not any new feature but the fact that Apple has rendered the rest of the ad industry “blind” in the iOS universe, says @kochavaofficial, whose own data has Search Ads up 69% since June, while rivals are down 43%(!) on average.
One app spending more on Search Ads is SpotHero, but it declines to use Apple’s retargeting tool b/c it worries of being out of compliance with Apple’s own privacy rules(!):
“Apple was unable to validate for us that Apple’s solutions are compliant with Apple’s policy.”
“Apple was unable to validate for us that Apple’s solutions are compliant with Apple’s policy.”
Full story: Apple’s privacy changes create windfall for its own advertising business on.ft.com/2YW0DTi
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