AppsFlyer's Remarketing Index.
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AppsFlyer: Apple Search Ads tripled market share as others sank in privacy push

  • Posted byby Dean Takahashi
  • Updated
  • 4 min

AppsFlyer said in its mobile advertising report that Apple Search Ads tripled market share since the first half of 2020, even as other companies hurt as Apple shifted priorities from targeted third-party ads to privacy on iOS.

To me, that sounds pretty anti-competitive, but we’ll see what regulators and courts think about that. As companies damaged by these changes seek shelter through business combinations, we’re seeing a remaking of the adtech, app, and mobile gaming landscapes.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.