Will Apple’s control-fetish impact the success of iAd?
OK, it‘ s a bit of a strong title. Yet – the latest rumour states that Adidas cancelled their $10 Million contract – due to the harsh „quality“ controls by Apple.
The reason according to businessinsider:
The fact that there are such high standards for quality should generally be regarded as a good thing. Once users acknoledge the fact that iAd adverts are of good quality, acceptance – and hence clickrates – of these ads should increase. Leading to higher revenues for Apple and for the App publishers.
But what good is such a quality control mechanism if you upset all the advertisers? Adidas is apparently not the first company – Chanel already stopped their iAd ambitions, too, according to some sources.
Apple is a company with extremely high standards, which is the reason for their success (heck, I am writing this on a MacBook). But if they want to pull in other companies into their iAd System, they should consider, that they are dealing with clients – not suppliers (or employees). Especially, because there are also some other issues advertisers dislike:
In addition to Apple’s unusual control over the ad creation process, advertisers complain about the lack of control over and visibility into where their ads appear, lack of third-party ad serving tools, and other issues. Apple plans to open up the process once it’s more comfortable with the program, but it appears some advertisers have lost their patience.