AppsFlyer: Apple Search Ads tripled market share as others sank in privacy push

by | Oct 12, 2022 | Technology

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AppsFlyer said in its mobile advertising report that Apple Search Ads tripled market share since the first half of 2020, even as other companies hurt as Apple shifted priorities from targeted third-party ads to privacy on iOS.

To me, that sounds pretty anti-competitive, but we’ll see what regulators and courts think about that. As companies damaged by these changes seek shelter through business combinations, we’re seeing a remaking of the adtech, app, and mobile gaming landscapes.

The first half of 2022 was marked by continuing privacy changes, a global economic downturn and a post-Covid cooldown that caused a reshuffling across the ecosystem, with smaller players seizing the opportunity to gain market share as the top media sources, namely Google Ads and Meta Ads, losing ground.

“All of these changes for marketers and media companies have presented multiple opportunities. Apple’s privacy changes continue to pose challenges, while macroeconomic conditions are forcing marketers to be ruthlessly focused on the most profitable media sources and channels as costs of media rise,” said Shani Rosenfelder, director of marketing insights at AppsFlyer, in a statement. “Ecosystem players need to rapidly adapt to a more risk averse environment and think outside the box to maintain efficiency at scale. Adaptability can prove instrumental and separate between tomorrow’s winners and losers.”

AppsFlyer found that Apple’s privacy push had big consequences for mobile marketing.With the launch of iOS 14.5 last spring, Apple stopped letting advertisers use the Identifier for Advertisers (IDFA) to track users on an individual level and …

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