By the numbers: Ad tech’s widening divide, as AppLovin surges and rivals struggle in Q3
Digiday ·
Ad tech’s winners and losers emerge as CTV growth masks open-web struggles.
The latest quarterly earnings from six of the publicly traded ad tech companies reveal a tale of two cohorts, with AppLovin and Unity’s substantial growth contrasting with declining revenues at Criteo, Taboola, and Teads.
The companies, which reported their third-quarter results this week, generated markedly different outcomes during the reported period. AppLovin’s revenue increased 55% to $2.19 billion, while Unity posted 32% growth and Magnite reported a double-digit increase. Meanwhile, three of the six experienced annual revenue declines, with Teads suffering the steepest contraction at 26%.
The results also show differences in profitability, with some companies increasing earnings despite lower revenue. Meanwhile, connected TV remained a source of growth for Magnite and Teads, although it was insufficient to offset the latter’s broader decline.
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