By Nivedita Balu

(Reuters) – Amazon.com (NASDAQ) will be a major player in digital advertising, surviving Apple’s privacy breaches better than Snap (NYSE) or Facebook (NASDAQ).

Its massive customer shopping data trove reduces the reliance of Apple’s iOS mobile OS system for tracking information.

Alphabet Inc (NASDAQ:) Inc reported a 41% increase in Google Ad Revenue for the Third Quarter. This is a clear indication that targeted advertising can be more effective than Apple’s limitations on mobile user tracking.

Amazon does not report its sales of advertising on Thursday. Instead, it places the revenue in an “other” business section.

“Google and Amazon require a user to already be looking for something, therefore aren’t as reliant on cookies,” Eduardo Cruz, performance marketing manager at SupplyKick.

“For brands selling a physical product, Amazon Ads are a powerful way to drive purchases, increase product consideration, and reach customers.”

Apple’s advertising revenue has exploded since April’s ban on advertisers tracking iPhone users without consent. It is now a larger market than the one occupied previously by Snap, Instagram, Snapchat, and Facebook.

Apple will announce fourth-quarter results Thursday.

The majority of Facebook users connect to the platform via a mobile device. In July alone, nearly 15% used iPads and iPhones, according Data Reportal.

Twitter (NYSE:), which uses targeted ads, but not as heavily as Facebook’s, reported an increase in advertising revenues that was consistent with its estimates.

Wall Street analysts stated that since most of the advertising on Twitter is from brands, particularly digital or services, rather than direct ads, it was more well-positioned to deal with privacy concerns than Facebook and Snap.

Digital advertising is flourishing exponentially due to the increased use of social media and the increase in online sales. Google’s YouTube was not as popular as Snap or Facebook. The company stated that it saw an increase in response advertising, but only a small amount.

Andrew Lipsman (eMarketer principal analyst, Insider Intelligence) stated that this is only the beginning innings of a shift which will continue for several quarters.

“We have seen strength in the last few quarters, but the balance is beginning to shift between different players.”