Meta is showing the impact of heavy reliance on Apple’s iOS platform and therefore losing significant amounts of user intent signal — especially for the lucrative mobile user acquisition subset of the mobile advertising ecosystem — when ATT impaired the flow of data from third-party apps. Google, however, has its own mobile operating system and app acquisition ecosystem in Android and Google Play, and also has the benefit of being a search engine.
However, Google’s impressive results suggests that while Meta needs to make more changes, it still should be able to adapt and do just fine with the huge quantities of first-party data it has. After all, billions and billions of people use its Instagram, WhatsApp, Facebook, and Messenger platforms.Apple itself, of course, has benefited from the new rules on iOS — as we’ve seen in other reports on
in 2021. It’s important to note that Apple’s ad network was doing well before the introduction of iOS 14.5 and ATT as well. The new privacy regulations helped, however.It combines intent data with contextual data with behavioral data . That’s a trifecta of relevance, and the result is that Apple Search Ads ranked at the top of all ad networks for iOS.
Here are the top mobile-oriented ad networks ranked by number of mentions on various ROI Index lists:
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