According to a study recently published by appsumer on September 6, Supported is making many new strides in the field of digital advertising, while veteran giants like Google and Facebook seem to be gradually losing their position.
The study, conducted based on the online advertising budgets of more than 100 different consumer app companies, revealed that Apple's advertising business will benefit from the company's major privacy update on iOS in 2021.
Previously, Apple's search advertising section had a clause that allowed people to advertise on the company's App Store. For Tao, the advertising acceptance rate in the second quarter increased by nearly 4 percentage points compared to a year before to 94.8%.
Meanwhile, Facebook's acceptance rate dropped 3 percentage points to 82.8%, Google's rate dropped 2 points to 94.8%.
Shumel Lais, CEO of appsumer, shared that Apple's position has improved rapidly as more and more app developers are willing to pay huge sums of money to increase download speeds.
In addition, Apple's transparent app tracking (ATT) feature has limited platforms' permission to send personalized ads to users.
"One of the interesting things is that the safety measurement limits applied do not pose much of an obstacle for Apple," said Mr. Lais. Therefore, it can be said that Apple has slightly better display capability or has an advantage over other channels on iOS".
The " Taoist" increase in online advertising for developers is similar to Amazon's growth in the e-commerce market, as retailers are willing to spend large sums of money to advertise their products on their websites.
While considering the total spending of app developers on online advertising, Google still holds the top spot with 34%. Facebook came in second with 28%, followed by Apple with 15%.
"The numbers are not necessarily too bad for Facebook. His market share has increased by 4 points to 28% in the fourth quarter, showing that the company is showing signs of recovery," Mr. Lais added.
He also revealed that the social media platform Facebook is lucky to benefit from the randomness of advertising, compared to Google or Apple, which advertise companies based on search phrases.
