Apple Search Ads increasingly important in mobile app developers’ marketing investments

In early July, the publication of a job offer by Apple to lead the design and supervision of an advertising buying platform confirmed the group’s desire to accelerate its strategy in the field.

The group’s advertising offer currently focuses on Search Ads formats, which essentially rely on the acquisition of keywords to promote applications in its App store. It has quickly become, since its deployment in France in 2018, a central acquisition channel for application publishers.

And as feared by the advertising interprofession at the time of its complaint against the group to the French Competition Authority, its anti-tracking device limiting access to the IDFA App Tracking Transparency (ATT) advertising identifier, has party reinforced this position.

Gradual postponement of investments in Search Ads

Globally,…

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