Apple ad spend dips: Mobile app install ad spending on iOS devices has dropped off since the arrival of iOS 14.5 and AppTrackingTransparency. Whether marketers permanently shift budgets to Android depends on how good Apple's alternative tracking frameworks prove to be.
Performance marketers like mobile app advertisers, for example, use Facebook predominantly to drive app installs. Facing aggressive revenue targets and typically operating under the radar as brands, those companies are less likely to take part in advertiser initiatives like brand safety boycotts.
US programmatic display ad spending was up more than 10% in 2020 despite the pandemic-induced recession and will rebound this year as advertisers continue shifting budgets to flexible, measurable media.
Last week, it was reported that app-install campaigns underreported conversions from ads that ran on iPhone 12s. Rewind: Facebook executives knew this was coming. In the company’s Q2 2021 earnings call, Facebook CFO Dave Wehner acknowledged that “ad targeting headwinds” would affect future ad revenues.