September 7, 2022: -The Google-Facebook online ad duopoly may end up breaking. On Tuesday, according to a study published by Appsumer, Apple is gaining momentum in digital ads, as Google and Facebook appear to be losing steam.
In an analysis of the online ad budgets of over 100 consumer app companies, the research found that Apple’s ad business has profited from the major iOS privacy update of the firm in 2021, making it more difficult for companies such as Facebook to track users across the Internet.
Apple’s search ads make people advertise on the iPhone maker’s App Store. The advertiser adoption rate for the second quarter rose almost four percentage points from a year earlier to 94.8%, while Facebook adoption fell three percentage points to 82.8%, Appsumer added. Google’s rate is refused 2 points to 94.8%.
Apple “is joining the duopoly of Facebook and Google at the top table of advertiser adoption,” according to Appsumer, which InMobi owns.
Shumel Lais, general manager at Appsumer, attributes Apple’s improved standing to an increase in app developers is willing to pay big money to bolster downloads. Similarly, Apple’s App Tracking Transparency has limited the amount of data ad-based apps like Facebook are helping brands with their online ad campaigns.
“One of the interesting things is that the ATT measurement limitations that are kind of put on the wider network do not exist in the same way for Apple,” Lais added. “So you could say Apple has negligibly more visibility or an advantage across the other channels on iOS.”
Apple’s increase in online ads for developers mirrors Amazon’s position in e-commerce, as retailers spend money to promote their products on the site, which they rely on for customers.
Regarding overall app developer spending on online advertising, referred to as share of wallet, Google remains at the top, with 34%. Facebook is second at 28%, which Apple follows at 15%. Amazon wasn’t listed as it’s not a platform for developers.
At the market’s end, TikTok took Snap, which ATT has also hammered. TikTok has a 3% market share, and Snap is at 2%, Appsumer said.
Even though it is topping Snap, TikTok’s adoption rate is decreasing nearly seven percentage points in the second quarter. Lais said app developers are trying to figure out what ads work well on the short video service.
“Brands may be adjusting to doing TikTok work for every vertical,” Lais said.