Google’s advertising network growth driven by in-app

Google last week disclosed the financial results for the Q4 2021. In the Alphabet Q4 2021 Earnings Call, Philipp Schindler, SVP and CBO at Google, said the growth in Google’s advertising network revenue was driven by AdMob.

AdMob is Google's advertising program for ads in-app. Google’s advertising network revenue was up 28% in Q4 2021, compared to the prior year:

Google Network includes revenues generated in AdMob, AdSense, and Google Ad Manager.

Is Google growth driven by Meta troubles in measurement?

Google's biggest competitor in performance advertising, Meta, estimates that Apple's changes in privacy will impact their advertising business in $10 billion this year.

Facebook had to start asking for consent under Apple's App Tracking Transparency (ATT), after Apple's App Tracking Transparency (ATT) was launched last year in the iOS 14.5 update.

ATT enables users to disable all tracking in-app. In-app ads are Meta's main source of ad revenue. But it's now known that Google’s advertising network revenue growth was driven by AdMob, the in-app ads.

In Meta's Earnings Call Q4 2021, Meta said that in larger ad campaigns, it’s easier to use aggregated data, but for smaller businesses, it’s a little bit more challenging.