Apple's iAd Will No Longer Serve Ads in Kids' Apps

By Tracey E. Schelmetic May 11, 2011

Rumor has it that Apple's iAd platform will no longer be serving ads within apps aimed at young children. But don't feel warm and fuzzy: it has little to do with corporate concern for the impressionable minds of the youngest app users.

iAd, of course, is Apple's mobile advertising platform for the iPhone, iPod Touch and iPad. It allows third-party developers to directly embed advertisements into their applications, and it's usually why some applications can be free, as opposed to paid, apps. It was introduced last year as part of Apple's iOS 4. Hosted and sold by Apple, the iAd platform is a direct competitor with Google's AdMob mobile advertising service. Users of an application can tap an ad banner that appears in the app if he or she wants more information about a product or service. Apple retains 40 percent of the ad revenue, with the other 60 percent going to the developer o the app.

Web site Pocket Gamer reported today that the discontinuation of iAds in kids' apps is more about advertisers deciding their ad dollars are being wasted with a kid audience. Turns out, kids don't click on ads very often.

“Suspicions were first raised when one developer realized their iAd fill rate had dropped from an admittedly low 5 percent to a non-existent 0 percent,” wrote Pocket Gamer. “After querying the drop, Michael Zornek – the man behind Pokémon browser Dex - was then informed via e-mail that Apple 'periodically review the apps in the iAd network to ensure that all apps receiving are aligned with the needs of our advertisers'”.Apparently, Apple decided that Dex is “too kiddie orientated.”Zornek was told by Apple that, “Currently, our advertisers prefer that their advertising not appear in applications that are targeted for users that are young children, since their products are not targeted at that audience.”

Interestingly, Zornek going public with his exchange with Apple is the only evidence of this new policy. No official statements have come from Apple, and app developers have received no notification.

Tracey Schelmetic is a contributing editor for TechZone360. To read more of Tracey's articles, please visit her columnist page.

Edited by Rich Steeves

TechZone360 Contributor

Related Articles

Is 5G a Spectrum-eating Monster that Destroys Competition?

By: Fred Goldstein    6/15/2018

To hear the current FCC talk about it, 5G mobile service is the be-all and end-all of not only mobile communications, but the answer to most of the co…

Read More

FX Group Makes the Red Carpet Shoppable with Blockchain-Based mCart Marketplace-as-a-Service

By: TMCnet News    6/14/2018

mCart by Mavatar announces the launch of the world's first blockchain-based decentralized mCart marketplace by the FX Group.

Read More

Judge Gives AT&T-Time Warner Deal Green Light

By: Paula Bernier    6/12/2018

Federal judge Richard Leon gave the $85 billion deal the green light today - and without any requirements to sell off any parts of the company. He als…

Read More

A New Foundation for Evolving Blockchain As a Fundamental Network Technology

By: Arti Loftus    6/12/2018

There are now thousands of blockchains, and unless you are a cryptophile, you won't recognize most of them.

Read More