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　　the online advertising duopoly formed by Google and Facebook may be about to collapse.

　　Apple is gaining momentum in digital advertising, while Google and Facebook appear to be losing steam, according to a study released Tuesday by Appsumer.

　　The study, which analyzed the online advertising budgets of more than 100 different consumer app companies, found that Apple's advertising business benefited from the company's major 2021 iOS privacy update that will make it harder for companies like Facebook Track users across the Internet.

　　Apple's search ads allow businesses to advertise on the app store for devices like the iPhone. Advertiser adoption in the second quarter of this year rose nearly 4 percentage points from a year earlier to 94.8%, while Facebook's adoption rate fell 3 percentage points to 82.8%, Appsumer said. Google's adoption rate fell 2 percentage points to 94.8%.

　　Apple has "broken the duopoly of Facebook and Google on advertising," Appsumer said.

　　Appsumer general manager Shumel Lais believes that the reason for Apple's rise in online advertising is that more and more app developers are willing to pay large sums of money to attract more users to download their apps. application. Meanwhile, Apple's App Tracking Transparency (ATT) update limits the amount of data that ad-based apps like Facebook can use to help brands advertise online.

　　Apple's rise in developer online advertising is similar to Amazon's e-commerce position, and retailers are spending more to promote their products on Amazon's website to gain more customers.

　　In terms of overall spending by app developers on online advertising, the so-called wallet share, Google remains at the top with 34%; Facebook is second with 28%; and Apple is second with 15%. Amazon isn't listed because it's not a developer's platform.

　　Facebook also had some good news, with its wallet share rising 4 percentage points to 28% in the fourth quarter. Rice said the results suggest that Meta is seeing some "signs of recovery." In July, Meta reported that its second-quarter revenue fell more than expected and said third-quarter sales would be down again from a year earlier.

　　Rice said Facebook benefits from the serendipity of ads, while Google and Apple serve ads based on search terms. "Facebook still has very unique attributes, people are in a discovery mode mentality, so the company still has opportunities," he said.