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/
Sunday, August 15, 2010
Google and Apple Prepare for Mobile Ad War
Gary Kim has been a digital infra analyst and journalist for more than 30 years, covering the business impact of technology, pre- and post-internet. He sees a similar evolution coming with AI. General-purpose technologies do not come along very often, but when they do, they change life, economies and industries.
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