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Mobile Ad Spend Projected to Cross $350 Billion This Year Despite Expected 39% Revenue Shortfall

Mobile advertising crossed the $300 billion mark last year in terms of total spending, and with so many users turning to the internet for virtually every facet of their lives this number is only expected to grow. In spite of the fact that this is the case, recent changes made by Apple struck a huge blow to the mobile advertising industry because of the fact that this is the sort of thing that could potentially end up preventing them from gaining access to vital data and performance metrics.

With all of that having been said and now out of the way, it is important to note that new data from Tenjin has revealed that marketing spends for mobile ads are projected to exceed $350 billion by the end of the year. That’s despite the approximately 39% loss in revenue that is expected considering the changes that Apple made to its data sharing policy. This seems to suggest that mobile marketers are undeterred by Apple’s new policies and are looking for ways to circumvent it.

That might be why 53% of marketers expect an increased budget for iOS ads and only 47% expect the same for Android ads. iOS users are extremely important, and targeting them will remain a top priority for advertisers regardless of any hurdles Apple puts in their way.

However, it is also crucial to address that 84% of game marketers and 67% of app marketers feel like the future of their industries are at risk. 63% of advertisers focusing on games and 48% of general app marketers are shifting their advertising budget to Android which might create two very separate and distinct ecosystems for users to explore. Almost all of them are also planning to find alternative Android ecosystems to spend on, with 99% of game ad creators agreeing with this and 84% of app marketers staying the same.

This might be a case of unstoppable force meets immovable object, since businesses will continue to rely on marketing and tech companies will continue to put policies in place that will make marketing difficult.


Read next: 61 Percent of Marketers Say Push Notifications Are Their Favorite Tools According to This Report

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