AppsFlyer Report: Apple Benefits From App Tracking Transparency Rules

John Koetsier, Forbes:

Apple Search Ads has displaced Facebook as the best ad network for mobile marketers on iPhone and iPad, according to a new performance index from AppsFlyer. Apple’s ad network has significantly expanded since Apple changed marketing practices, hitting 60% of all its business from the first half of 2020 in just seven weeks this year.


We’re essentially seeing the continued rise of the platforms. 2021 wasn’t just good for Apple and its ad network: Google also did well in advertising to particularly Android but also iOS users. Ad engines built on owned platforms have inherent advantages that third-party ad networks are challenged to compete against.

Again, I believe Apple is committed to privacy values, generally speaking. But these conflicts of interest undermine its arguments.