(News Bulletin 247) – The breakthrough made by Apple in the advertising business presents some risks, but also big potential repercussions, assure Barclays analysts in a research note on Tuesday.
In its study, the British bank believes that the ability of the Californian technology group to collect advertising revenue from its own applications is “undervalued” by the market.
According to the calculations of its analysts, the revenue generated by Apple from its own services, but for the most part on its online store (‘App Store’), should fall from five billion dollars in 2022 to 7, 5 billion this year.
But the advertising ambitions of the American digital giant could also extend to applications such as Maps, TV+ or podcasts, adds Barclays, who thinks that the DSP (media buying) and SK AdNetwork (audience measurement) platforms place the group in a good position to generate growth in the sector.
Barclays is showing an ‘online weighting’ recommendation with a price target of $145 on the stock.
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