US Federal Communications Commission leaders said they have asked Apple and Google to remove TikTok from their app stores due to data security concerns. Here is a picture of his TikTok download page on his Apple iPhone on August 7, 2020.
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The online advertising duopoly of Google and Facebook may be crumbling.
Apple’s advertising business is benefiting from Apple’s major iOS privacy update in 2021, according to a study based on an analysis of the online advertising budgets of more than 100 consumer app companies. We have found that it is becoming more difficult for companies like the Internet to track users.
Apple’s Search Ads allow users to advertise on the iPhone manufacturer’s App Store. According to Appsumer, advertiser adoption in the second quarter rose nearly four percentage points year-on-year to 94.8%, while Facebook’s adoption fell three percentage points to his 82.8%. Google’s rate dropped 2 points to 94.8%.
According to InMobi-owned Appsumer, Apple has “joined the duopoly of Facebook and Google to become the top advertiser adoption rate.”
Appsumer general manager Shumel Lais attributed Apple’s better standing to a growing number of app developers willing to pay big bucks to boost downloads. At the same time, Apple’s App Tracking Transparency (ATT) updates limited the amount of data ad-based apps like Facebook can use to help brands with their online advertising campaigns.
“One of the things that’s really interesting is that there are no ATT measurement limitations like those imposed on the wider network, as they are with Apple,” Lais said. “So Apple has a slightly higher profile or edge across other iOS channels.”
Apple’s rise in online developer advertising reflects that Amazon’s position in e-commercebecause retailers spend more money to advertise their products on sites they rely on for their customers.
When it comes to app developers’ overall spending on online advertising, known as wallet share, Google continues to lead at 34%. Facebook is second with 28%, followed by Apple with 15%. Amazon is not included in the list as it is not a platform for developers.
At the bottom end of the market, TikTok has overtaken snap, which is also hit by ATT. According to Appsumer, TikTok has a 3% market share while Snap has 2%.
Despite surpassing Snap, TikTok’s adoption rate dropped nearly 7% in Q2. Lais said app developers are still figuring out which ads work well on short-video services.
“Brands may still be adjusting to make TikTok work across all industries,” said Lais.
It wasn’t all bad numbers for Facebook. Wallet share rose four points to 28% in the fourth quarter, showing that social media companies are showing “signs of recovery,” Lais said. July, Facebook’s Parent Meta report Second-quarter revenues were significantly lower than expected, and third-quarter sales are expected to decline again from the same period last year.
Compared to Google and Apple, which serve ads based on search terms, Facebook benefits from advertising serendipity, Lais said.
“Facebook still has very unique characteristics, and the mentality is that people are kind of in discovery mode, so there’s still an opportunity there,” Lais said.