2021 was a much-anticipated 12 months for app advertising, with the app ecosystem beginning the 12 months on an all-time excessive! On the similar time, we additionally spent a few of 2021 questioning when the financial system would be capable to restart “after” COVID-19, and the vast majority of professional conversations revolved round when Apple would implement its privateness modifications and the way a lot impression they might have.
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But extra bulletins and modifications made 2021 an excellent larger 12 months than anticipated and one that may in all probability be thought of as a turning level in App Retailer Optimization’s position in app advertising.
Extra modifications to the App Store/Google Play are within the making
A few modifications that began taking type in 2021 and can carry over in 2022 concern privateness on Google Play and new insurance policies relating to app store charges:
- Regarding Store privateness, Google has begun to observe in Apple’s footsteps; the Play Store is ready to show a brand new part on store itemizing pages in February 2022 that informs shoppers of the info collected and utilized by apps and third events. To that finish, builders have been capable of present Google with the knowledge to be displayed right here by way of a type out there since November. Moreover, Google introduced entry to machine identifiers for Children’ apps will likely be strictly restricted beginning subsequent 12 months, a change that could possibly be step one in the direction of a stricter coverage for all apps and advertisers, taking inspiration from Apple’s ATT.
- Each Apple and Google have began strikes relating to app retailer charges in 2021. In July, Google first introduced it could lower its price from 30% to fifteen% for the primary million US dollars of builders’ income, earlier than asserting later within the 12 months that it could simplify its price coverage for apps utilizing a subscription-based income mannequin to fifteen% solely, beginning January 1, 2022. In the meantime, Apple handled the fallouts of its authorized battle with Epic, asserting a brand new coverage that authorizes builders to tell their iOS shoppers of strategies of cost various to Apple IAP. Nevertheless, Apple additionally finally obtained a suspension on the injunction that allowed builders to allow in-app options to the IAP system. Regardless of the keep on the injunction, different authorized procedures, together with new laws in South Korea, led each Apple and Google to start out considering the potential of claiming a price on all app revenues, even for purchases made exterior of their proprietary techniques.