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.
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 placates mobile advertisers: iOS 15 will allow advertisers to get postback data directly from Apple, rather than going through an ad network—a huge help for marketers hungry for data in a post-IDFA world.
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 installadvertising for brands with a presence in the physical world.
The coronavirus pandemic and changes set to be implemented in the forthcoming iOS 14 are the latest shocks to an evolving app economy. This report will look at how these changes have altered developer monetization strategies and advertiser options.