The giants of adtech are facing challengers in the privacy era | Singular
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In the new era of mobile marketing, the giants of adtech are seeing their dominance challenged more than ever before, according to a new report by marketing measurement firm Singular.
The Singular ROI 2023 report said we’re in a new privacy-centric era for return-on-investment for ad spending. Meta and Google still rank near the top, but the giants of adtech are being challenged by relatively tiny networks like Moloco, Mistplay, and Blind Ferret. Apple Search Ads is also on the rise, the report said.
Moloco is growing and tied with Google and Meta in at least one key metric: top ad networks for various specific verticals and geographies. TikTok added quality to ever-increasing quantity as it generated better ROI for more marketers than ever, and two titans of adtech, AppLovin and the newly merged Unity+IronSource, rival the most extensive ad networks.
Apple now owns the second-largest ad network for mobile user acquisition on iOS, according to Singular data.
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To find the best ad networks for mobile marketers, Singular analyzed trillions of ad impressions, more than $10 billion in advertiser ad spend and billions of mobile app installs, said John Koetsier, author of the report (and a former VBer), in an email to GamesBeat.
On Android everything is business as usual, with the Google Ad ID still available until 2024 at least, when the Privacy Sandbox for Android will be set to launch. On iOS, however, this report represents the first
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