eMarketer vice president of business development Marissa Coslov discusses our latest estimates for revenues derived from app installs in the US and growth drivers like Snapchat and TikTok.

The rollout of AppTrackingTransparency (ATT) in iOS 14.5 effectively deprecated the primary way publishers and advertisers track users on iOS and changed how the mobile ad industry approaches monetization and measurement.

Apple earnings show how much its ad business has grown amid iOS 14.5: App Store search ads have benefited greatly from its privacy update—something advertisers have known for a while and regulators won’t be able to ignore for long.

More than digital app install ads are needed—instead retailers need to activate other communication channels like email, TV ads, and in-store communications to get apps on devices. The downstream benefits of being in the consideration set when the shopping journey moves to mobile are critical to achieving holiday success. Invest in Membership and Loyalty Programs.

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.

Apple's introduction of AppTrackingTransparency in iOS 14.5 changed how the mobile app industry approaches monetization and measurement. Here’s what you should know about the changes, along with best practices for mobile publishers and advertisers.

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.

I think … a lot of brand advertisers are going to push for [that].”. App Clips make this call to action easier and should reduce the emphasis on app install advertising for brands with a presence in the physical world.

Facebook is challenged by iOS ad measurement problems: As it reinvents how it measures ad effectiveness, the platform could see some ad dollars shift elsewhere.