The Tracking Transparency app aims to keep the tracking of data in the digital advertising market in check. Apple itself benefits from this as an ad seller.
According to a new study, Apple itself is the main beneficiary of Apple’s data protection offensive against online advertising: While Facebook and Google are losing momentum when it comes to ads in mobile apps, Apple is seeing significant growth of five percent. The engine of growth is the search ads, i.e. ads that are displayed when searching in the App Store.
With the introduction of App Tracking Transparency (ATT), Apple has imposed on developers for its App Store that they need the express consent of users to collect data. This has limited the amount of data Google and Facebook can collect, which has reduced their appeal as advertising platforms, AppSumer concludes. As early as 2021, it became apparent that Apple itself would benefit from the increase in its search ads.
Amazon’s recipe for success
The online ad budgets of over 100 different app manufacturers were examined in the analysis. Apple is said to be about to break up the previous online advertising duopoly of Google and Facebook. The advantage of the Californians is that Apple earns twice in the App Store: First, with the commission for app and in-app purchases. Secondly, with the advertising that the providers of apps place to draw more people’s attention to it. Apple is thus following Amazon’s recipe for success.
Of course, it is unclear what growth opportunities Apple’s online advertising market still has. After all, it is limited by the search volume in the App Store and if demand increases, the prices for advertising bookings could rise massively, making them unattractive for many developers again.
