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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