For years, Apple has played the role of the bystander in advertising — wealthy, capable and largely disinterested. It had the reach, the hardware, the data, the closed loop ecosystem, it had everything but the need.
Now, that’s starting to change.
Apple’s quiet rebrand of its search ads business to the more assertive “Apple Ads” may seem like a modest semantic update but in the context of platform power plays, language rarely shifts without intention. The move suggests that Apple is no longer content to just collect rent from the ad tech ecosystem it reshaped through privacy policies. It wants a larger piece of the action.
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The original post is at Marketing Archives – Digiday
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