Apple recently unveiled iAd, which is its new mobile advertising platform. Here are a few of iAd’s features and specs:

- Designed for Apple devices (iPhone, iPad, & iPod)

- Built into Apple’s OS

- An ad let’s you stay in the application while it’s still running

- Implements rich media

- Apple sells and hosts the ads

- 60% of Ad Revenues go to developers

What does this mean for Google’s acquisition of AdMob and other third-party advertising networks?

The unveiling of iAd potentially moves the mobile advertising industry forward because it creates a highly competitive market. This makes the acquisition of AdMob, another third party mobile advertising network, more acceptable to regulators trying to halt it because there are less chances of Google monopolizing the market now.

At the same time this could be Apple’s attempt at pushing AdMob (or other ad networks) out of the iPhone specific mobile advertising industry. According to Apple it will still allow “third party” advertisers to serve ads within apple apps. However, there is a new developers agreement, which states that “The use of third party software in Your Application to collect and send Device Data to a third party for processing or analysis is expressly prohibited.” AdMob would be hindered by this new policy reducing choice for developers who want to include ads on iPhones. The policy takes away any advantage that a developer or third party advertiser would have at collecting data on how users interact with the in-apps ads. The only real way that app developers can advertise on Apple devices (iPhone, iPad, & iPod) and collect usage data would be to opt in for iAd services.

Another thing to note about Apple’s iAd is that it hurts Adobe because it requires developers to program code in HTML5 to deliver the advertising content. This is another huge blow for Adobe because Apple devices do not support Adobe Flash, and the launch of iAd means they most likely won’t in the future even though Flash is currently the standard for much of the rich media ads on the web and mobile devices.

Ultimately, it opens up advertisers’ doors to Apple users in new ways. Even though iAd could push away mobile advertising networks like AdMob that would want to put ads on Apple devices, not all mobile users use the iPhone. This will still allow AdMob to tailor their services to non-iPhone users and other mobile devices.

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This entry was posted on Monday, April 19th, 2010 at 7:51 pm and is filed under Affiliate Marketing, Banner Advertising, Display Advertising, mobile advertising, Web Analytics. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.