Bango PLC (LON:BNGO), the AIM-listed mobile payments and data group, might be a beneficiary from the operating system row between Apple and Facebook, suggest broker Liberum.
Facebook expressed concern alongside its recent earnings update that changes that Apple is bringing in with its iOS 14 software upgrade will affect the ability of its advertisers to target effectively their advertisements at the right user base when advertising on Facebook.
This could impact its revenues, said the social media giant.
Liberum notes that Apple uses an identifier called IDFA, which tracks users and collects data when they go to apps. It now plans to give users a choice on whether they want this option or not.
The lack of availability of this data is likely to impact the ability of Facebook and other media players to provide audiences to target ads and improve conversion rates.
The broker sees this as being extremely positive for Bango, which is able to provide apps developers with valuable purchase data-based audiences to enable better targeting of advertisements, using the underlying data from its Payments business.
The use of audiences from Bango Marketplace enables apps developers to increase the efficiency of their advertisements by up to 9 times, said the broker.
Bango Marketplace is growing at a triple-digit rate and is expected to be a major driver of growth in coming years, including 2021.
The broker has a 260p target price. Shares were unchanged at 195p.