Advertisers Move Spend To Android

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Advertisers Move Spend To Android While iOS Revenue Declines 

With the continued adoption of iOS 14.5+, we’ve begun to see a trend of advertisers moving more of their spend to Android and away from iOS. Amazon, Dunkin', Booking, and Heineken have each made significant shifts, increasing Android spend by 20-50% and decreasing iOS spend by 40-80%. It's likely these advertisers may be targeting Cookies rather than specifically targeting Android users. But regardless, it’s a trend we’ll continue to follow and report on as buyers evolve how they track users.

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At A Glance:

  • Displaying the fastest growth on Android, in just the last month Walgreens is up 128%, Lowe's is up 400%, and Petsmart is up 710%.

  • Since April, the Travel category is up 10% on Android and down 40% on iOS, and Computers & Electronics is up 30% on Android and primarily flat on iOS.

  • We also observed advertisers outside of this list who decreased spend on both Android and iOS, implying they may be avoiding mobile inventory completely. We'll share updates if this trend continues.