Apple’s advertising platform has grown dramatically (albeit almost silently by the company) in recent months, according to an analysis just published by the Financial Times. According to this information, Apple’s Search Ads platform revenue has tripled in the last six months.
One of the keys to this success is that its big rivals, such as Google and Facebook, are practically unable to deliver targeted advertising to consumers of Apple products. That is, if someone want to place an ad on iPhones or iPads and be seen by the demographic you want, you need to use Search Ads.
How to UNINSTALL APPS completely on a Mac for FREE The Applesfera Tutorials
Patrick McGee, the author of the Financial Times article, posted yesterday on Twitter how Search Ads is “eating” the ad market for iOS devices: Your quota for paid ads is 58% according to data from the Branch consultancy.
Chart of the Day:@Manzana‘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 * pic.twitter.com/vhFFXOzHGa
– Patrick McGee (@PatrickMcGee_) October 17, 2021
Apple’s strategy against its competitors
Already in April we published that Apple intended to run its advertising businessAccording to two people close to these plans, they leaked the Financial Times at the time. That a technology giant with access to millions of data offers advertising is nothing new, but what made this interesting news is that the Cupertino firm is strengthening its privacy regulations on iPhone devices.
Since Apple’s software update, iOS 14.5, apps and Advertisers collect data about iPhone users without their explicit consent. This means that if a user refuses to be tracked, many companies, such as Facebook, Snap, Yahoo, Twitter or Google that base their advertising on this information, have run out of very valuable information for their mobile advertising businesses.
According to McGee “the rest of the industry is’ blind ‘in the iOS universe’. Targeted advertising, which is the one that interests many advertisers the most, does not work well if you do not use Search Ads and want that advertisement on iOS devices. All of this has led to since June Search Ads has grown 69% on iOS devices, while its rivals have fallen an average of 43%.
To justify these decisions, Apple talks about respecting the privacy of its customers. But in practice, in addition to this privacy from other advertisersWhat it has achieved is to limit the power of action of its rivals in terms of advertising.
In fact, in this regard, Mark Zuckerberg has said that “Apple has every incentive to use its dominant position on the platform to interfere with the operation of our applications and other applications, something they do regularly. They say they do it to help people, but the movements clearly respond to their competitive interests. “