Apple's in-app ads make around $4 billion in revenue each year... and now the CFO wants to increase that to double digits.
👉 Background: In April last year, Apple made a very public commitment to privacy - which gave consumers the power to choose whether we wanted to share our data with apps.
👉 What happened: Most people said 'no, don't track me', which significantly affected targeted ad campaigns and a big chunk of revenue for Meta and Snap. Which is why it’s very interesting that Apple is considering expanding its own ads business.
👉 What else: Currently Apple’s ads shown within apps like News make around $4 billion in revenue each year, but Apple’s CFO wants to increase that to double digits. So now experts are predicting that Apple will include ads in more apps like maps, books and podcasts.
💡Bring in Alanis Morissette, because things are getting ironic around here. 'Privacy first' has always been Apple's mantra, which is supposedly why it gave consumers the ‘choice’ to opt out of sharing data.
💡 Around 75% of Apple users opted out of sharing their data with apps, but now it seems as though Apple is using this to their own benefit as it plans to expand its own ad network.
💡 So if Apple does start personalising ads to consumers, it’ll be interesting to see how far they go… Especially given that they have waaaay more data than Facebook, TikTok or Snap.
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