Singular: Apple’s privacy changes drove consolidation in mobile adtech

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Apple’s privacy changes and the resulting acquisition activity drove consolidation in the mobile adtech market, according to a report by measurement firm Singular.

Singular‘s ROI Index 2022 has 29% fewer ad networks, in comparison to 2021. The report sifts data to come up with the world’s best ad networks.

And the result of the mergers was that the rich got richer, Singular said. Fewer total networks won more placements on regional, platform, and vertical top lists, because they’re increasingly bigger, smarter, and more effective than their competitors.

Singular’s ROI Index analyzed the top 300 ad networks, 5,000 of the world’s biggest apps, and over $20 billion in in-app revenue to find the most performant ad networks available for mobile growth. There are thousands of ad networks. But Singular’s goal is to find the best ones for mobile marketers and rank them in 27 different top lists by category, region, and vertical.

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Apple’s decision to change the way it notified users about privacy had a big impact. It made it much more clear to users that they had a choice in choosing whether or not to be tracked via the Identifier for Advertisers. With iOS 14.5, a lot more users decided to opt out of being tracked for ad purposes.

In fact, Facebook mentioned Apple and App Tracking Transparency, Apple’s recently-introduced privacy technology, as a key factor in costing Facebook $10 billion in revenue over the next year.

Adtech in general has consolidated around fewer tools since Apple’s