Apple's iAd network fuels mobile marketing growth
Published July 27, 2010
While many companies are excited to work with Apple on its new mobile platform, iAd, the network is also causing excitement among its rivals who see it promoting the mobile market.
According to a recent ClickZ report, competing mobile ad networks have also seen a boost in sell-through rates of mobile ad slots. Some firms are selling out of inventory completely while they had struggled to achieve 50 percent fill rates prior to the rise of iAd.]
Speaking at paidContent's Mobile 2010 conference, even Google's emerging platform director Mike Steib issued nothing but praise for the platform. "For somebody who's passionate about mobile, it's great, it's really exciting. We'll see lots of solutions as the market continues to evolve, and the iAd is a good one," ClickZ quoted him as saying.
Steib was quick to add, though, that competition would be key to growing the platform. After months of FTC approval, Google recently finalized its acquisition of iAd rival network, AdMob.
Businesses largely embraced the of the iAd platform at its release on July 1. Though Apple's proprietary ad network was unproven, major publishers, including Nissan and Disney, invested more than $60 million dollars into the channel.