Earlier this year, Apple officially announced the discontinuation of the iAd App Network.
At the end of June, nails were placed in iAd’s coffin, along with the initial hopes for what iAd would become.
But as word of iAd’s demise first surfaced in January, buzz soon followed that that the defunct iAd platform would serve as a guidepost for something newer and better for Apple, empowering both publishers and advertisers in this rapidly evolving age of mobile advertising.
So what’s on the horizon? For now, Apple hasn’t confirmed as much, but industry watchers and executives from across the mobile landscape are busy weighing in on Apple’s new beginning in a market it simply wasn’t prepared for back in 2010.
James Shepherd, EMEA commercial director for M&C Saatchi Mobile, reminds us that Apple is still a hardware company first and foremost and that they must keep their priorities straight along the way, regardless of the next advertising initiatives the company undertakes.
“Their users and developers are their top priority,” Shepherd tells MMM. “Keep the developers working on iOS apps and keep the privacy of their users safe and secure. In-app advertising was never a high priority nor was it a cash cow for Apple. In other words, it won’t be missed.”
As for Apple’s new search ads, which are devised around search query and search relevance, there’s a world of opportunity there for Apple to more aggressively pursue now.
“As far as where Apple will head in the future, nothing is certain, but I feel secure in saying that the iAd experiment won’t be repeated and search ads are here to stay,” Shepherd asserts. “They will always have user privacy and security held in the highest regard and they will also always take care of the developers. At the end of the day, who can blame them for trying something new with iAd, and ultimately having it reaffirm where their strengths are and where they are not.”