In addition, along with other ad networks like Google, Apple is now losing ad-market share to more nimble mobile publishers like Facebook, Pandora and Twitter, according to a recent IDC report.
Regardless, Apple has “a tremendous opportunity in [its] hands,” according to Dan Grigorovici, CEO at AdMobius and another Quattro Wireless and Apple alum. “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 commented. “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.”
More publishers and app developers are also throwing their advertising dollars at Apple’s iOS, which claimed 75% of the ad spend share, beating Google’s Android, according to a Q1 report by the mobile ad server MoPub.
What is holding Apple back, Grigorovici noted, is “the [low] fillrate and the advertiser demand for cross-OS scalable solutions…[unless Apple becomes] more interested in collaborating with and mediating competing ad businesses in the ecosystem, in order to fulfill advertiser's needs. So there is a dilemma here: Apple’s closed ad ecosystem offers tremendous benefits and differentiation, but it fundamentally does not solve the scale problem.”