Apple’s Search Ads See Market Share Triple After ATT Update

The widely publicized update that came to Apple phones last year which toggled third party tracking off by default was met with criticism from some companies because of the fact that this is the sort of thing that could potentially end up hamstringing their business model. Meta was the most vocal critic citing how this tracking transparency feature could hurt small businesses, but in spite of the fact that this is the case it seems that their interests were focused solely on themselves.

With all of that having been said and now out of the way, it is important to note that Apple has also benefited from the rollout of this feature. The tech giant has seen its Search Ads product triple in its market share, becoming the single best media spruce for iOS devices with all things having been considered and taken into account. However, in the world of Android it appears that Google still reigns supreme, with Meta close at its heels.

Both Google as well as Android have seen their influence in the world of iOS diminish, although their performance on Android phones is seeing a bit of a recovery. Their performance is still lower than might have been the case otherwise had ATT not been launched, and the rise of TikTok to the number three spot will be a cause for alarm given that the app could overtake Meta at any moment.

With ad spends for app installs falling by 14% in the second quarter of 2022, app marketers are looking to put their money where it will be most effective. Apple’s App Tracking Transparency means that the company’s own search ads are the best option for iOS devices, and the popularity of its phones means that marketers will have to adjust to that as the new normal.

Apple’s self interest in this regard has not gone unnoticed, although the company claims that its motives were purely altruistic. However, it is highly unlikely that such an occurrence is coincidental or accidental. Meta and Google have been hit hard by Apple, and Meta might not be able to recover.

H/T: AppFlyer

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