How is Google not going to get crushed by Apple's policies?
Majority of Google's ad revenue comes from Apple's platform. It's becoming a abundantly clear that Apple's ATT change was their clever move to make their own Ads network in guise of protecting customer privacy (also, see screenshot; it's called 'personalized ads' now not tracking :P). Apple is set to decimate a majority of Adtech economy. How is this not going to blow a hole in Google's pocket? TC: 470K
Hopefully Apple tries to pull it off, will be sued to the hell by Google and Meta and broken up into parts: Apple software and Apple hardware companies separately at least
LOL never. Once that ball starts rolling there's to telling where we will end up
this is bullish google and meta. more entrenched for the big players who own surfaces like they do. smaller ad tech firms are gonna get crushed
Do Snap, Pinterest, TikTok also count as small? :P
Google has enough information about you already and continues to harvest more information using 1P privacy policies. There's nothing apple can do about 1P data harvesting
Interesting insights thanks
Above comment about search term targeting misses the point. Most ads today are performance ads, which means the publisher charges per conversion. The ATT prompt blocks conversion measurement (regardless of how you targeted the ad). This is why companies such as Snap, Meta, etc are impacted by the change (they display ads within an app). Google search isn’t affected because their ads are served on web, and ATT only affects apps. The real answer is Google pays Apple $10B+ per year to be the search engine on iOS so Apple won’t rock the boat.
would love to hear your opinion on ios14.5 impact on meta vs. google. i personally think it's a huge blow to meta given impact to ability to measure app downloads or conversions through ads that link out to an e-commerce page but don't know enough about their business
Yes it’s a big blow. Already reported in our earnings, I’m not releasing new info here.
many thoughts. don't think this is a google problem 1. this has been a problem for a long time on non chrome browsers due to absence of cookies 2. google will come up with a solution for identity before the kill 3p cookies on chrome 3. google also doesn't necessarily require fingerprinting. if i sign in to youtube tv on my smart tv and gmail on my computer google knows they are mine. that does not violate apple fingerprinting privacy on mobile. 4. google will always get some share of search revenue. even if it isn't coupled with meaningful identity data around purchase intent and browsing history across devices. if i search "movie theater near me" movie theaters will pay to be the top search result full stop. 5. meta is in most danger, their ads are around cross-app actions and app installs which they're completely screwed on.
Why are they screwed for app install campaigns? App companies will still need to advertise.
ATT blocks conversion measurement for app ads. It’s harder to sell ads when you can’t charge for the conversions. Also, Apple is now selling app ads but they don’t consider it “cross-app” tracking when they measure conversions for their own ads.
Take my data all you want but I have adblock so won't see the ads :)
Yup, Yt is indeed affected. Google thrives as businesses find Google ads better than meta, snap, Yt, TikTok etc., Overall thanks Tim Apple!
Apple will continue to destroy all. Now I am become Death, the destroyer of worlds.
Yes, we are, but not in the way that you think.
What other ways?
Google can go off the search term
What?
Like google can target off the search term