Apple’s refusal to open its vast trove of purchased data and demographic information to advertisers is said to be the principal factor inhibiting the growth of the company’s iAd platform. Industry insiders likened Apple’s strict data limitations to forcing “the best-looking girl at the party … to wear a big bag over her head,” according to a recent report from Advertising Age. The Cupertino California company offers advertisers the ability to target customers based on geography, purchase history, and media interests but refuses to share the underlying data.
It’s unclear how this might change if iAd’s rumored shift to a real-time bidding system comes through. Such a change could lead to increased opportunities for advertisers to automate their iAd buys, making the service more efficient and financially viable for smaller advertisers. The advertisers also complained about the frigidity of Apple’s iAd sales team, a problem in the clubby advertising industry. Perhaps in a sign that Apple hasn’t yet decided exactly what to do with the $250 million per year iAd business, it is thought that the company hasn’t even given its staff sales targets. GroupM executive Cary Tilds told the publication the following regarding the matter:
It's not their main focus to tell everyone in the world how amazing advertising in iAd is, It's just not as loud.
Source: Advertising Age via AppleInsider