Apple's app-privacy crackdown has hammered developers, but it's helping the company's ad business generate an extra $1 billion a year
feature in April, the company has gained a major advantage in the $300 billion mobile-advertising market, and it's already generating an extra $1 billion in annual revenue, said a new report from a top Wall Street internet analyst.
Mark Shmulik of Bernstein Research released a report this week examining how the ATT feature has affected the mobile-advertising landscape. While many app developers have been hammered by the change, Apple's ad business is thriving. In the second quarter, Apple's app Search Ads business saw prices, measured by cost per click, surge 67%,"pointing to more effective ad targeting and increased interest among advertisers," the analysts wrote. They estimated that the changes would add about $1 billion in ongoing revenue to this business, taking it to $4 billion a year from $3 billion.
"Apple is uniquely positioned to capture a bigger piece of the app Ad spend market with the company benefitting from competitive advantages tied to IDFA," the research firm added. It also said Apple was"actively" preventing workarounds to its privacy rules. IDFA, or, is the company's tool that has traditionally been used to target ads and measure the effectiveness of those campaigns.
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