Apple to relinquish control of iAd platform and drop 30 per cent fee for publishers

January 15, 2016 10:46

Apple is to relinquish control of the iAd platform and will allow publishers to handle the management of their own advertising in an effort to boost the service’s popularity and compete with rival ad networks.

The iAds platform launched in 2010 and promised slick interactive advertising within apps however Apple’s strict control of the platform has made publishers wary and the product has struggled to gain traction.

The Drum today reports that Apple has decided to take a less active approach to managing iAds and will no longer act as an intermediary between ad sellers and publishers and will stop taking a 30 per cent cut of sales.

The move is likely to have repercussions in the Australian market where iAds has a team of people working on it. Apple Australia did not respond to requests for comment.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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