Amazon is expected to become a winner in the field of digital advertising, withstanding the test of Apple’s privacy changes better than rivals Facebook and Snap. The e-commerce giant’s huge treasure trove of customer shopping data reduces its reliance on tracking information once provided by Apple’s iOS mobile operating system.

Other companies, including Alphabet, have also collected a wealth of data from users’ search habits. The report said that Google’s advertising revenue increased by 41% in the third quarter, indicating that companies that rely less on targeted advertising can overcome Apple’s tracking limitations Mobile users. Amazon, which announced its earnings report on Thursday, did not announce its advertising sales, but included it in its “other” business unit. “Google and Amazon require that users are already looking for something, so they don’t rely so much on cookies,” said Eduardo Cruz, SupplyKick’s performance marketing manager. “For brands that sell physical products, Amazon advertising is a powerful way to drive purchases, increase product consideration, and attract customers.”

Since April banned advertisers from tracking iPhone users without their consent, Apple’s advertising business has soared, eroding the market share once occupied by Facebook, Instagram, and Snap. The iPhone maker will announce its fourth-quarter results on Thursday. According to data from the data company Data Reportal, most Facebook users access social networking platforms through mobile devices. In July, nearly 15% of adults used iPhones and iPads.

Twitter, which relies on targeted advertising but not as much as Facebook, reported advertising revenue in line with expectations. Wall Street analysts said that because most of the advertising on Twitter comes from brands, especially services or digital advertising, rather than direct advertising, the company is more capable than Facebook or Snap to overcome privacy changes.

To be sure, as the pandemic causes more consumers to shop online and spend more time on social media, the digital advertising market is still growing exponentially. The company said that, like Facebook and Snap, Google’s YouTube has also received a mild blow, mainly in direct response to advertising.

News Source : Gadgets 360