According to a study published Tuesday by Appsumer, Apple is gaining momentum in digital ads, while Google and Facebook appear to be losing steam.
The research, based on an analysis of the online ad budgets of over 100 different consumer app companies, found that Apple’s ad business has benefited from the company’s major iOS privacy update in 2021, which made it more difficult for companies like Facebook to track users across the Internet.
Apple’s search ads let people advertise on the iPhone maker’s App Store. Advertiser adoption rate for the second quarter rose almost 4 percentage points from a year earlier to 94.8%, while Facebook adoption fell 3 percentage points to 82.8%, Appsumer said. Google’s rate declined 2 points to 94.8%.
Under-reported narrative: Apple is knives out for Facebook/Google and their efforts are likely to work
The only silver lining might be SMBs/e-commerce brands struggling with high CAC may finally have a new working alternative https://t.co/YUIADALvuj
— Garry Tan 陈嘉兴 (@garrytan) September 5, 2022
R&D spending in the past 12 months:
Amazon: $62.6 billion
Google: $35.4 billion
Facebook: $29.8 billion
Apple: $25.3 billion
Microsoft: $24.5 billion
Samsung: $19.7 billion
Total: $197.3 billion
— Jon Erlichman (@JonErlichman) August 29, 2022