Apple Search Ads (ASA) has emerged as a core duopoly partner alongside Google, with advertiser adoption reaching 94.8% and share-of-wallet increasing by five points to 15%.
Facebook’s market position declined between Q2 2021 and Q2 2022, with adoption dropping to 82.8% and share-of-wallet falling four points to 28%.
Google remains the dominant advertising channel with 95% adoption and a 34% share-of-wallet, largely driven by its stability on the Android platform.
Advertisers are increasingly diversifying into non-self-attributing solutions, as evidenced by the top-five DSPs and ad networks growing to 27% adoption.
TikTok experienced a seven-point decline in adoption to 43.2%, while its share-of-wallet remained stagnant at 3%.
Snap’s performance in the mobile advertising space weakened significantly, with its share-of-wallet halving to 2% despite a slight recovery in adoption to 32.7%.
Apple Search Ads (ASA) has emerged as a core duopoly partner alongside Google, with advertiser adoption reaching 94.8% and share-of-wallet increasing by five points to 15%.
Facebook’s market position declined between Q2 2021 and Q2 2022, with adoption dropping to 82.8% and share-of-wallet falling four points to 28%.
Google remains the dominant advertising channel with 95% adoption and a 34% share-of-wallet, largely driven by its stability on the Android platform.
Advertisers are increasingly diversifying into non-self-attributing solutions, as evidenced by the top-five DSPs and ad networks growing to 27% adoption.
TikTok experienced a seven-point decline in adoption to 43.2%, while its share-of-wallet remained stagnant at 3%.
Snap’s performance in the mobile advertising space weakened significantly, with its share-of-wallet halving to 2% despite a slight recovery in adoption to 32.7%.