Apple's in-house advertising arm, Search Ads, appears to be benefiting from Apple's privacy push in 2021, with the business growing in market share at a time when rival advertising firms are having trouble targeting advertising at potential customers.
Apple's introduction of App Tracking Transparency has certainly impacted the advertising business, prompting an immediate drop in revenue for an industry that relied on tracking ad viewers between apps and websites. Months later, it appears that the changes have been beneficial to Apple's bottom line.According to mobile marketing analysts speaking to the Financial Times, Apple's Search Ads have seen a dramatic rise in usage, becoming responsible for 58% of all iPhone app downloads, versus 17% one year ago. In terms of revenue, it is reckoned Apple could earn $5 billion from advertising in 2021, rising to $20 billion a year within three years.Read more...
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