The prediction: Principal analyst Andrew Lipsman believes that Apple could be one of the two most consequential advertising companies for the rest of this decade, particularly in the US.
Shrewdly kneecapping the competition: Apple implemented its AppTrackingTransparency (ATT) changes last year with its iOS 14.5 update, providing users with more clarity around how apps tracked their behavior and giving them the opportunity to opt-out of tracking.
Measurement mastery: Apple has the measurement apparatus to shift major media budgets. While it has kneecapped others' ability to target and measure performance, Apple has “full visibility into what happens on iOS and can provide that measurement—and measurement drives ad dollars,” notes Lipsman.
Pushing further into ads: Apple is beginning to experiment with advertising in streaming TV, and that’s one of the most promising areas of digital advertising right now.
Looking further ahead: Apple will probably launch a search engine at some point, Lipsman predicts, which would obviously have huge implications for Google. Think about how easily it could replace Google as the default search engine.
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