Apple Is Quietly Ramping Up Its Ad Game With Search Ads Expansion
The App Store is trying again at one of its few failures
Apple will have to learn from its iAd mistakes if it wants to run a successful mobile ad business.
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Key insights:
- The company no longer limits its App Store to being the sole supply channel for search inventory.
- Data now available to buyers contrasts with the failure of iAd a decade ago.
- The scale of iOS adoption has become a key differentiator.
In 2010, Apple introduced its mobile ad platform, iAd, as part of then CEO Steve Jobs’ vision to beautify mobile display ads, but that shuttered in 2016. It was considered a rare blemish in recent history.
