As more ad traffic emerges on Google Play, bids will increase and costs will come down, potentially creating the perfect storm for Google Play to achieve dominance in the short term. pre- App Tracking Transparency (ATT) enforcement days, while Android spend remains unchanged. According to an AppsFlyer analysis of $7.5 billion in UA spend since April, iOS budgets have dropped 15% vs. I don’t know whether Google will make similar moves, but for the time being, ad dollars are expected to shift away from Apple’s App Store out of necessity. So what does this mean for other players in the space?Īpple has certainly caused some rifts with this move.
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