Apple has so far played this down, pointing out   that it only has a small share of the ad market. Amazon.com <AMZN.O> and Alphabet��s Google <GOOGL.O> are both bigger advertisers. Apple��s growth is flattered by coming from a small base, and the fact that the mobile ad market grew 27% last year. But the harder it is for firms to utilize data from iPhone apps when selling ads, the more valuable Apple��s own stash of user information becomes, which is no bad thing for its investors.
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Alphabet
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