According to RBC Capital Markets analysts, Apple’s recent changes to iPhone privacy are a sign that it may be considering entering the Internet advertising market dominated by Facebook and Google. Since the April software update, most iPhones have allowed users to determine which apps can track user activity. This is important information that helps businesses like Facebook deliver personalized ads and measure their impact.
function, Apple call Transparency of application monitoring (ATT) is concerned for many digital and mobile game companies, including Facebook, saying brands are becoming more expensive and difficult to market on their platforms.
“(Privacy changes) Apple may want to compete in global advertising,” said RBC analyst Brad Ericsson, who has started to rate coverage of Facebook, Amazon and Alphabet as “outperforming.” I think it’s a sign. “
According to data from Refinitiv, Ericsson is rated 4 stars for the accuracy of its revenue estimates for Internet companies and its recommendations. “(Apple) can use data privacy as a cover while investing in behind-the-scenes search algorithms,” Ericsson said, citing potential ad revenue from search engines like Google. I did.
Google-owned YouTube and Amazon Smart TV could be the advertiser’s second-best option if advertisers “have no choice but to lose Apple’s signal and fly blind,” said Ericsson said. That is to say. In August, by saying “interfere with third party advertisements”, the advertisement launch will be successful. Still, they said ATT was about user privacy, not monetization.
Apple, Facebook and Alphabet did not immediately respond to Reuters’ request for comment.
Apple’s New iPhone Privacy Changes Show Willingness to Enter Advertising Market: Analysts
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