Let’s see what this week’s numbers say about online advertising, shall we?
- Apple’s Privacy Update: AppTrackingTransparency in iOS 14.5 effectively deprecated the primary way publishers and advertisers track users on iOS. According to a report on eMarketer, the number of US users that have seen the ATT prompt and opted into tracking is relatively low, at just 37% as of December 2021, but still higher than initial predictions.
- Adweek’s article on the evolution of affiliate marketing: 2 tech companies that build software to help creators earn money reached staggering valuations last year. Impact.com reached a $1.5 billion valuation in July, and LTK reached a valuation of $2 billion in November. LTK, which focuses more exclusively on the creator economy, achieved $3 billion in sales in 2021, compared to $1 billion in 2017.
- Marketing Charts report on Ad-Supported Platforms: with about half of streaming video subscribers saying that streaming has replaced traditional TV, it’s perhaps not a surprise that in Q4 2021, overall US subscription video penetration grew to 85%, per data from Kantar. Free ad-supported TV services such as IMDB TV saw the largest quarter-over-quarter growth during the last quarter of 2021, with penetration growing by 4.9 percentage points over Q3.
