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Apple's ad business shows more signs of growth

Aug 4, 2022
Share of weekly iOS app installs by ad network
Data: Branch; Chart: Kavya Beheraj/Axios

Apple's in-house ad business continues to impact other tech giants' revenues, and there are signs that will increase.

Why it matters: Apple's growth and success with advertising affects not only the giants such as Facebook but also smaller ad networks, possibly prompting more consolidation in the market.

Driving the news: Recent job listings point to Apple's plans on building a demand-side platform, Digiday reported Wednesday.

  • "No company builds ad tech like this unless they’re serious about making a bigger move on media dollars," Ronan Shields writes.

By the numbers: Apple's in-house search ads were responsible for 58% of iPhone app downloads resulting from ad clicks last September, according to a study by mobile analytics company Branch.

  • Apple's share has remained around 50% for the first half of this year, a Branch spokesperson tells Axios' Sara Fischer.
  • Apple's share was about 20% prior to April 2021, per Branch.
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