October 5, 2022

Apple ad exec wants to double ad revenue with new ads across iOS

Apple ad exec wants to double ad revenue with new ads across iOS

Zoom / Apple headquarters, as seen on Apple Maps.

Samuel Axon

Apple is looking to ramp up its advertising business significantly, according to Bloomberg reporter Mark Gorman, and has already internally explored adding ads to the iPhone Maps app, with other potential expansions on the horizon as well.

This shift may be driven in part by a recent change in the company’s reporting structure, Gorman writes in his book email newsletter This week, Apple Advertising Vice Todd Teresi began reporting directly to Apple Chief Services Officer Eddie Cue a few months ago. He also wrote that Teresi plans to increase Apple’s advertising revenue from $4 billion annually to double-digit billions.

As Gorman notes, advertising is already part of Apple’s strategy, but it is limited in scope and in certain places. The most traditional ads you’ll see in an Apple-made app are those in stock and news apps. There, you’ll see display ads just like the ones you see on news websites – outside and inside stories.

Apple also operates aggressive advertising activity within the App Store, allowing developers to pay for key positions in search results listings. And the company recently rolled in ads within its Apple TV service, but only on Friday Night Baseball.

But according to Gorman, there will be new limits to Apple’s advertising. For example, in the App Store, ads will expand beyond search results to today’s curated homepage and individual app listing pages.

Apple may also bring ads to Podcasts and Books apps, or even expand TV ads beyond sports content with new subscription levels. a no Hulu or Disney+.

Apple has been in the field of advertising for a long time, one way or another, but not all of its initiatives in this area have been successful. In 2010, Apple introduced the iAd Network, a network that third-party app developers can take advantage of to run ads within their own apps. apple iAd discontinued in 2016And other companies’ ad networks have become the mainstay of iPhone and iPad app developers.

Recently, Apple threw a wrench into several of those ad network plans with the introduction of Application tracking transparency The policy, which required all third-party apps to request users’ permission before using certain tracking methods that collects and discusses these users’ data across multiple apps.

Apple’s own apps do not use these specific tracking methods, and therefore do not have to display the same permission prompts.

Neither Apple nor Bloomberg’s newsletter said if Apple plans to change course on this as it expands its own offerings again.