In 2022, the landscape of app performance advertising saw significant changes due to privacy regulations and market dynamics. The most notable platforms and developments include:
1. Google Ads and Meta Ads: These platforms continued to dominate the app advertising space, especially on Android. Despite losing some market share due to Apple’s App Tracking Transparency (ATT) changes and other market shifts, they remained the top choices for app marketers, particularly in non-gaming environments.
2. TikTok For Business: This platform saw a notable surge in 2022, increasing its scale on Android and becoming dominant in non-gaming advertising. It specializes in short-form video ads, catering to a younger audience, and was particularly successful in the iOS market.
3. AdMob: A Google company, AdMob is one of the largest ad networks globally and allows app developers to show ads from millions of Google advertisers. It also offers AdMob Mediation to access over 40 ad networks.
4. AdColony (Digital Turbine): Focusing exclusively on mobile app advertising, AdColony became the largest independent mobile ad platform for digital advertising.
5. Tapjoy: This platform offers a unique approach to monetization, focusing on ad offers like virtual currency inside gaming apps and reward-based advertising.
6. Facebook and Instagram Ads: These platforms, part of Meta, offer integrated advertising options across both social networks. They are particularly effective due to the high mobile usage of their user base.
7. Apple Search Ads (ASA): ASA significantly increased its market share, especially in iOS, functioning independently of the SKAN framework and deterministically attributing users regardless of ATT consent.
8. Unity Ads and ironSource: In the gaming space, these platforms showed significant movements. Unity Ads experienced some decline, while ironSource gained ground, driven mainly by a surge in casual game installs.
These platforms and shifts indicate a diverse and evolving app advertising ecosystem, with different platforms leading in various niches like gaming, non-gaming, and across different operating systems.