Potentially following in the footsteps of Facebook and Twitter, Apple may soon ratchet-up its efforts in mobile advertising. Sources cited in a new report published Friday indicate that Apple may build an ad exchange of its own.
In theory, an ad exchange would work by allowing advertisers to target users as they enter the Apple eco-system on their iPads, MacBooks, various web sites and apps. The system would alert advertisers that an Apple user arrived. Any advertiser tracking that user with a cookie could then bid to serve an ad targeting that user.
But the Apple boss was quick to acknowledge that mobile advertising is still too small to represent the core of Apple's business. However, Dan Grigorovici, the CEO at AdMobius, thinks Apple could build a “tremendous” ad exchange... but only if the motivation to do so is there.
“Apple owns the device, the app ecosystem, the ad SDK, the transactional system (iTunes, etc.), multiple media channels (online, TV – albeit that’s small today, smartphones, tablets), multiple content categories (music, movies, etc.),” Grigorovici tells AdExchanger. “From that standpoint, I had always believed that if Apple plans to evolve the ad business to be more important, they have probably the best opportunity for cross-channel advertising, and one of the best data assets out there.”
Source: Business Insider