Apple is reportedly adding the ability to track what users do inside certain apps in order to present them with targeted in-app ads across iOS devices, reports digital media site Digiday.
Say, for example, a visitor to a retailer’s iPhone app adds a pair of shoes to his cart but ultimately decide not to buy it. In this scenario, the retailer will now be able to retarget that user with an ad for that exact pair — even in another app on his iPad. When tapped, the ad would direct him back to his abandoned checkout page and automatically add the shoes to his online shopping cart.
Ad agencies say that Apple has been pitching the new capability since last month …
In-app ads haven’t been the greatest of success stories for Apple. When Steve Jobs launched the iAd platform in 2010, he said that it would go on to hit 50% of the mobile ad market; the reality is that by last year it sat at just 2.6%.
Apple isn’t just concerned for its own revenues: it’s also thinking about developers. The reason developers tend to prioritize iOS over Android when launching new apps is because the platform is more profitable. Making iAds work is key to ensuring that remains true.
While the move may raise privacy concerns, it’s worth noting that the capability does nothing more than allow mobile advertisers to do what they can already do in the desktop environment using cookies. This is indeed Apple’s pitch, says Digiday.
“One of the big limitations of not just iAd, but the entire iOS ecosystem, is that cookies don’t work,” said Eric Franchi, co-founder of cross-device ad network Undertone. […] “If Apple can bring very advanced targeting combined with e-commerce, it will be incredibly powerful.”
The capability is primarily aimed at retailers with iOS apps, who can use shopping carts, wishlists and purchase history to serve relevant ads in other apps.
iAds are now available in 25 countries after Apple added nine new countries earlier this month. The company introduced new iAd formats back in August.
Via Business Insider
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To me, that feels kinda intrusive. Then again, I despise ads.
Mixed feelings on this one. Obviously it is needed in order for advertisers to consider it worth it, but I won’t say that I like it. I understand exactly how these ads work, but still feel that “creepy” feeling when I leave, say Sears.com after looking at treadmills, and then log in to Facebook and what is on the right side? An add for That very treadmill.
This is surely going to be optional. It’s far more intrusive than browser tracking and they allow you to “request” they you are not tracked through there. iAd specifically allows you to not be tracked.
True. Here is the language (from iOS 8)
Ad Tracking
iOS 7 enables the use of the Advertising Identifier, a non-permanent device identifier, for apps to give you more control over advertisers’ ability to serve you targeted ads. If you choose to limit ad tracking, apps are not permitted to use the Advertising Identifier to serve you targeted ads. You can reset a device’s Advertising Identifier at any time. Additionally, iAd will opt your Apple ID out of receiving ads targeted to your interests regardless of what device you are using.
Please note: by turning Limit Ad Tracking “on” you may still see the same number of ads as before, but they may be less relevant because they will not be based on your interests.
Even those who won’t allow tracking/remarketing themselves become a valuable control-group to measure ad’s performance. All of us will be – somehow – part of that story.
I take it positively. It’s better to be approached by things I want than being spammed. And I always love to see our competition spending their budget showing me their ads and keeping me updated ;)
“Mr Yamamoto, Mr Yamamoto!…”
Minority Report, for those of you with short memories…
The eyeball transplants, yuk…
Actually, it was: “Welcome back, Mr Yamamoto…”
iAd for Portugal please
Yuk!
Why am I paying a premium for Apple products – to avoid google – if Apple is just going to copy google ?
I thought apple was making a point of selling privacy rather than ads ?