The key headline is the comparison between Facebook and Apple Search Ads’ (ASA) advertiser adoption and share-of-wallet changes YoY. ASA joined the duopoly of Facebook and Google at the top table of advertiser adoption as it grew adoption nearly four percentage points YoY to 94.8%, while Facebook adoption declined three percentage points to 82.8%.

This trend also played out with share-of-wallet as ASA gained five percentage points YoY reaching a 15% share, whilst Facebook declined four percentage points YoY, still finishing significantly ahead with a 28% share. Facebook also recovered share-of-wallet when comparing Q4 21 to Q2 22, suggesting that they’re starting to recover from initial ATT headwinds. Google remained fairly steady on both metrics as most of their inventory sits on the Android platform.

The question now is how much can Apple increase ASA’s share-of-wallet, given that inventory is constrained by the volume of searches on the App Store? It appears that a DSP could be Apple’s answer to further their first-party data advantages on iOS, if rumors are to be believed.