In recent weeks, the digital advertising industry has faced significant upheaval, largely driven by actions from major tech companies. Google reversed its long-standing plans for online ad targeting in its Chrome browser, and X (formerly Twitter) shocked the industry by suing marketers for not spending enough on its platform.
This caused anxiety among major brands, leading to the shelving of a five-year initiative aimed at improving online advertising standards. These moves signal a broader shift in how the ad industry interacts with Big Tech, with Apple also looming as a potential disruptor.
Apple, known for its secretive strategies, has made recent moves indicating it could further disrupt the online advertising space. One notable development is the continued rollout of Distraction Control in iOS 18, which allows users to hide distracting elements on websites — indirectly impacting ad visibility.
This feature may complicate publishers’ monetization efforts, though Apple hasn’t positioned it as a direct ad blocker. Industry experts worry about the impact on ad verification, with concerns over whether vendors will be able to accurately track whether ads are being seen.
Tech Giants Disrupt Digital Advertising with Strategic Moves and Emerging Threats
Apple’s potential disruptions to advertising are also linked to the ongoing Google antitrust trial, where Google was found to be a monopolist. Although appeals are pending, Apple might have to end its lucrative $20 billion per year deal with Google, which makes Google the default search engine on Apple devices.
This development could force Apple to explore new monetization strategies, possibly including the creation of its own search engine, a prospect that has been speculated by industry analysts.
Additionally, Apple is reportedly positioning itself to expand its advertising ambitions. It has been in talks with the U.K.’s TV industry measurement organization Barb and has shown interest in developing a TV-like ad product.
This would position Apple in direct competition with other tech giants like Amazon and Netflix, who are also expanding their ad businesses. These moves hint at Apple’s potential to carve out a larger share of the advertising market.
Though Apple’s advertising business currently trails behind giants like Amazon, Facebook, and Google, industry analysts believe it has significant growth potential. Apple’s ad revenue is expected to exceed $6 billion this year and could reach $8.5 billion by 2026.
Despite Apple’s secrecy, the industry is closely watching for a significant move from the tech giant, which could further alter the digital advertising landscape.
