Six years after launching its advertising platform, Apple is moving to phase out its in-house iAd sales team in favor of a new publisher-driven system, reports BuzzFeed News, quoting unnamed “multiple sources.”
iAd is a mobile advertising platform developed by Apple for iOS devices. It allows third-party developers to directly embed advertisements into their apps.
While iAd itself isn’t going away, Apple’s direct involvement in the selling and creation of iAd units is ending. “It’s just not something we’re good at,” one source told BuzzFeed News.
The company is reportedly is phasing out its iAd sales force entirely and updating the iAds platform so that publishers can sell through it directly. Publishers who do so will keep 100% of the revenue they generate.
Advertising industry sources familiar with Apple’s new plan for iAds seem intrigued by it. “I think this is going to be great for publishers,” one told BuzzFeed News. “It gives them direct dialogue with their customers as opposed to forcing them to go through an Apple middleman. Access will be more plentiful and easier to manage — theoretically.”