Shulou(Shulou.com)11/24 Report--

Beijing time on September 7 morning news, it is reported that Google and Facebook formed online advertising duopoly may be about to collapse.

Apple's momentum in digital advertising is getting better, while Google and Facebook appear to be losing momentum, according to a study released Tuesday by Appsummer.

The study, which analyzed online ad budgets of more than 100 different consumer app companies, found that Apple's advertising business benefited from the company's major iOS privacy update in 2021, which made it harder for companies like Facebook to track users across the Internet.

Apple's search ads allow businesses to promote ads on app stores for devices such as the iPhone. Advertiser adoption in the second quarter of this year rose nearly 4 percentage points from a year ago to 94.8 percent, while Facebook adoption fell 3 percentage points to 82.8 percent, Appsummer said. Google's adoption rate dropped 2 percentage points to 94.8%.

Appsumer said Apple had "broken Facebook and Google's ad duopoly."

Appsummer general manager Shumel Lais believes Apple's rise in online advertising is due to the fact that more app developers are willing to pay big bucks to attract more users to download their apps. Meanwhile, Apple's App Tracking Transparency (ATT) update limits the amount of data ad-based apps like Facebook can use to help brands run online advertising campaigns.

Apple's rise in developer online advertising is similar to Amazon's position in e-commerce, with retailers spending more money promoting their products on Amazon's website to get more customers.

In terms of app developers 'overall spending on web ads, the so-called wallet share, Google remains in first place at 34 percent, followed by Facebook at 28 percent and Apple at 15 percent. Amazon is not listed because it is not a developer platform.

Facebook also had some good news, with its wallet share rising 4 percentage points to 28% in the fourth quarter. Rice said the results showed Meta had some "signs of recovery." Meta reported in July that its second-quarter revenue fell more than expected and said third-quarter sales would fall again from a year ago.

Rice said Facebook benefited from ad randomness, while Google and Apple served ads based on search terms. "Facebook still has very unique attributes and people are in a discovery mode mindset, so the company still has opportunities," he said. "

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