Google and Apple Prepare for Mobile Ad War

Apple has been analysing the purchasing history of its 150 million iTunes account holders worldwide who also use iPhones and iPads. Its own hardware produces a separate stream of data about what users do, and where and how they do it. Notably, the privacy policy associated with the iPhone 4 allows Apple, for the first time, to collect anonymised real-time location data on its users.

Despite different approaches to advertising, one thing unites Apple and Google. Both companies want to hold on to a relatively large proportion of the ad revenue they generate. Apple, for example, proposes to pass on to developers 60% of the revenue generated by iAds. Google continues to suggest it passes on to publishers "at least 50%" of the revenue generated by ads it runs next to publishers' content. These levels of commission will look high to anyone who recalls the 15% commission that used to go to media agencies for bringing in advertising for publishers.


http://www.feedset.com/2010/08/09/google-and-apple-prepare-for-mobile-advertising-battle/