Mobile gaming is one of the industries that are stealing time from search and social activities. So it’s a bit surprising to see this estimate from data.ai (formerly App Annie) that consumer spend on mobile gaming will drop by 5% in 2022 and 3% in 2023. Note this is an estimate of what consumers will spend; spending on mobile advertising is still expected to rise by 7.5% next year, outpacing other ad media.
If we seem more philosophical than usual this week, it’s not the result of some Scrooge-like holiday transformation (sorry, Jamie), but because hard news is scarce. Still, it’s a welcome opportunity to talk about long-term trends, like this Axios piece that quotes Insider Intelligence as finding the Google/Meta share of U.S. digital ad revenue will fall below 50% this year. It’s no surprise – the share peaked back in 2017 – but a good reminder that duopoly power is less secure than it seems.
The people selling mobile apps had a tough 2022, with privacy changes heading the list of challenges. Liftoff reports they’re evenly balanced between positive outlook (37%) and negative outlook (36%) for next year, with gaming marketers much more worried than the rest. Interestingly, solid majorities say privacy changes are bad for marketers (54%) but good for consumers (59%). At least they’re honest.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.