Apple Is Quietly Ramping Up Its Ad Game With Search Ads Expansion

The App Store is trying again at one of its few failures

In 2010, Apple introduced its mobile ad platform, iAd, as part of then CEO Steve Jobs’ vision to beautify mobile display ads, but that shuttered in 2016. It was considered a rare blemish in recent history.

Since then, the company has been building an in-app ad platform geared toward performance ads instead of the big branding displays of the past.

Apple has been laying a trail of breadcrumbs hidden in terms of service updates that could lead to its developing a closed-loop ad platform aimed at helping developers monetize their apps and acquire new users.

In March 2018, Apple introduced its SKAdNetwork, a privacy-first measurement API that many in the industry believe portends the



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