Despite app store privacy changes by Apple and Google that are hitting advertisers, global digital advertising spend will increase from $407 billion in 2022 to $753 billion in 2026 — an 85 percent growth and driven by in-app growth, a new report showed on Monday.
Although privacy changes from Apple and Google are restricting the potential for effective ad attribution, there are still major opportunities.
According to Juniper Research, the mobile in-app revenue will account for 56 percent of global spending by 2026.
The report predicts that total mobile in-app advertising spending will increase from $201 billion in 2022 to $425 billion in 2026, as brands strive to secure consumer trust.
“With recent data collection policy changes by technology giants creating further challenges for mobile attribution, enterprises must adopt a code of best practice to maximise return on advertising spend and support probabilistic attribution models,” said research author Scarlett Woodford.
Apple iOS privacy changes will cost Meta (formerly Facebook) a whopping $10 billion in 2022; the social network has forecasted.
According to the report, in order to optimize opt-ins, enterprises must “clearly outline their data collection, storage, and usage policies”.
When it comes to desktop advertising, the spending will increase from $97 billion in 2022 to $142 billion in 2026, despite a diversion of spending towards handheld devices and the implementation of data protection regulation impacting cookie policies.
The research identified video as a key channel for advertisers; with a video ad, spending is expected to grow by 63 percent over the next four years.
The report says that the success of TikTok and YouTube Shorts continues to drive demand for video advertising and justify premium charges.