Back in 2016, Apple introduced search ads for the first time. Since then, it has transformed this new source of revenue into a growth strategy. As a result, today, the ad tech industry is no longer a titans’ dual between Google and Meta. Apple is also taking a prominent position.
Riding the privacy wave, in mid-2021, Apple introduced ad tracking for mobile apps. The iOS 14.5 update enforced active permission for mobile app advertising tracking. The change cost Meta $10 billion in lost advertising revenue. Meta is not the only company affected, although it was one of the most vocal about it (ironically, by placing print ads in The Washington Post, The New York Times and The Wall Street Journal).
