Written by Nick Heer.

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.