App makers pursue walled gardens in reaction to Apple’s new privacy rules | WARC | The Feed
You didn’t return any results. Please clear your filters.
App makers pursue walled gardens in reaction to Apple’s new privacy rules
Zynga, the maker of hundreds of iOS apps, is to buy the adtech platform Chartboost, in a move being widely seen as partly a reaction to Apple’s new privacy requirements.
In a change that has sent shockwaves through the ad industry, Apple now demands that every personal-data-tracking app explicitly asks users whether they want to opt out – a change that threatens to reduce ad personalisation, and so the revenue that app makers such as Zynga make from it.
- The $250 million acquisition of Chartboost, reported by the Financial Times, will allow Zynga to bring the tech needed to personalise ads in-house, removing the need for it to share its data with third-party ad platforms.
- Chartboost says it reaches over 700 million monthly users and takes part in 90 billion ad auctions a month.
- Zynga rival Applovin has taken a similar route, paying $1 billion for the adtech group Adjust earlier this year. And Zynga boss Fran Gibeau predicts other companies will also create so-called “walled gardens”, gathering data from their own user base and so allowing them to cut links with external ad platforms.
“Never let a good crisis go to waste. Through vertical integration and owning more of the ad network, [we] realised we’d get full data sets coming in” on users, creating the right environment for tailoring ads. Zynga chief executive Frank Gibeau to the FT.
Sourced from the FT
Email this content