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A year on from mass adoption of iOS versions where App Tracking Transparency (ATT) was enabled, we've analyzed its impact on performance app advertisers' media mix over the period. In it, we compare key metrics for Google, Facebook, Apple Search Ads, TikTok and Snap, including:

  • Media Channel Adoption: Which channels have the highest percentage adoption
    amongst performance app advertisers?
  • Channel Diversity: How many channels does an advertiser use relative to their monthly paid media spend?
  • Share of Wallet: Which Self Attributing Networks (SANs) are getting the largest share of spend from mobile app advertisers?

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