APPLE NEWS

Apple is ‘secretly buying Google ads’ for apps to increase App Store revenue, the report claims


A new Forbes report claims that Apple is “secretly” buying ads for high-value apps on its App Store to make money.

From the report:

Apple is secretly buying Google ads for high-value apps to raise potentially millions of dollars in subscription revenue, several app publishers have told me. Apple puts ads without the consent of app developers, and Google won’t delete them, they say.

Cost: Potentially millions of dollars in lost revenue. Plus, high advertising costs for your own campaigns.

Affected apps reportedly include Tinder, Bumble and HBO, as well as Masterclass and the Babbel language app. The report says the ads do not reveal that they are from Apple and that they look to the naked eye as if they come from the brands and publishers represented, however:

The ads don’t reveal that they’re from Apple and that to most viewers they would simply look like ads from the brands themselves and app publishers who happen to go straight to the App Store. However, they have similar monitoring links with almost identical parameters that indicate that one agency probably sets them all.

The report did not provide any convincing evidence that Apple was behind the ads, except that similar tracking links “indicate that one agency is probably posting them all.”

One source said in a report that Apple is “trying to maximize the money it earns by encouraging in-app purchases that people buy through the Apple Store” and that it “realized they can make more money from these developers if they force people to buy the App Store there versus web stream. “

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Several “major mobile brands” claimed that this practice harmed their business because customers who came through the App Store were worth 30% less. The report also states that since Apple allegedly bought the ads, the companies themselves had to pay more for advertising because it increased costs.

One marketing expert, however, told Forbes that “many brands that have faced this problem have been aggressive in trying to circumvent the App Store’s monetization policies,” but that the tactic of placing ads for other companies’ products is “a bit false.” “.

The news is relevant because the issue of in-app payments continues to rage over antitrust investigations and the ongoing Epic Games trial, where a judge ordered Apple to stop banning developers from telling people about other ways to pay for digital goods and including links to external payment methods.





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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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