It may have flown under the radar a bit, but The Financial Times recently report that Apple is preparing to substantially develop its advertising division in the coming years.
Some background
Now, how do we know if Apple hasn’t said anything publicly? According to LinkIn, Apple has over 200 openings for its ad platform, which would nearly double the size of its current infrastructure. It’s taiwan whatsapp number data estimat that Apple likely earn $5 billion in ad revenue in 2021 and could grow those sales to over $30 billion a year by 2026. That wouldn’t be enough to overtake Google or Facebook , but Apple has an unfair advantage going forward.
Remember the iOS 14.5 update from about a year ago? This update allow iPhone and iPad users to block third-party apps like Facebook from tracking and monitoring user behavior on their mobile devices. Until then, this had been Meta’s “secret sauce,” and the update consequently dealt a severe blow to its ad sales. In 2022 alone, Meta is estimat to lose more than $10 billion due to the update .
It is no surprise that in light of these signs, Google has begun planning a august 2024 results – 51.5k turnover and 11k profit cookieless future for Google and its Chrome browser. More privacy updates to Chrome will be coming by the end of 2024.
Apple’s advantage
Unlike Meta or Google, Apple has the huge business advantage of owning the infrastructure for its entire product ecosystem. They also do an excellent job of retaining customers with new products and services. Whether it’s hardware (phones, tablets, computers) or software (Safari, The App Store, Apple Maps, Apple TV, Apple Arcade), Apple loan data owns all of this user data and doesn’t rely on third-party cookies or permissions to get it.
How will this fit into your ad platform strategy as you scale and optimize? What changes will we see in the user experience with Apple products? It’s probably too early to tell, but from my perspective there are a few things to keep an eye on:
Local search
In 2020, 93% of all consumers us online searches to find a local business. Aand 42% of those local searches were done with clicks on the Google Map Pack.
According to Bloomberg, Apple will begin running ads on Apple Maps sometime in 2023.