“On iOS Google's actually not as competitive but I really don't feel it can be overlooked — you still have Google Search which you can't buy search from anywhere else. And you have YouTube which still is the number one most downloaded app in the world not just in the US.”

On iOS, Google UAC is still worth running for Search and YouTube — unique inventory unavailable elsewhere

Even without Play Store inventory on iOS, two iOS-exclusive advantages keep UAC relevant: Google Search (the only way to buy intent-based search inventory outside Apple Search Ads) and YouTube (the most-downloaded app globally). Ashley Black argues that dismissing Google UAC on iOS because it lacks a Play Store equivalent misses these high-value placements, especially for apps where users research before downloading — health, finance, education.