# Is Apple going to launch an advertising platform?
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2021-08-19
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Apple's Rumoured Universal Advertising Platform: Is It Happening?
Meta Description: Tim Hyde, social media marketer and CEO of TWH Media, discusses the signs pointing towards Apple launching a self-serve ad platform similar to Facebook and
URL: https://financedigest.com/is-apple-going-to-launch-an-advertising-platformhtml

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_By **Tim Hyde,** Founder and Director of Social Media Marketing Agency, TWH Media_

3Tim Hyde, social media marketer and CEO of TWH Media is asking the question after listening to the speculation and undercurrents of conversations across various social media platforms that have been muted over the last few months.

While this analogy is, at this stage, a prediction, all the pointers are indicating that is it highly likely to happen and from my perspective there have been too many signs that Apple will bring out a Universal, self-serve, advertising platform similar to Facebook and Google.

**Why wouldn’t they?**

To get an idea if the [size of the market](https://www.financedigest.com/non-invasive-prenatal-testing-market-size-to-reach-us-5-1-billion-and-registering-a-cagr-of-16-4-by-2027.html "Non-Invasive Prenatal Testing Market Size to Reach US$ 5.1 Billion and Registering a CAGR of 16.4% by 2027") that Apple could get a slice of, figures from statistics.com for the 2020 ad revenue for Facebook and Google show Facebook generated close to 84.2 billion U.S. dollars in ad revenues while Google’s ad revenue [amounted](https://www.financedigest.com/synechron-continues-to-shine-with-expected-record-revenue-growth-of-28-amounting-to-405m-in-the-financial-year-2016-17.html "Synechron continues to shine with expected record revenue growth of 28% amounting to 5m in the financial year 2016-17") to 146.92 billion US dollars. Staggering figures.

If Apple could take even 10% of that, why wouldn’t they [launch their own ad platform](https://www.financedigest.com/newly-launched-quintessential-to-provide-prestige-living-management-platform-for-prs.html "Newly launched Quintessential to provide ‘prestige living’ management platform for PRS")?

[Apple is now the world’s](https://www.financedigest.com/apple-hostshigh-tech-start-ups-from-worlds-number-one-university-business-incubator.html "Apple hostshigh-tech start-ups from world’s number one university business incubator") most valuable company. Apple has power. Apple doesn’t [need Google’s money](https://www.financedigest.com/why-the-world-needs-more-women-controlling-the-money.html "Why the world needs more women controlling the money"). Apple has been investing heavily in search. And according to a recent Business Insider report, Apple has recently hired Antonio Garcia Martinez, who previously [worked at Facebook’s ad team](https://www.financedigest.com/keeping-your-team-connected-and-beating-work-from-home-fatigue-in-lockdown.html "Keeping your team connected and beating work from home fatigue in lockdown"). This hire indicates that Apple is moving forwards and investing in its [advertising platform](https://www.financedigest.com/national-world-launches-new-ad-manager-platform-powered-by-danads-empowering-businesses-to-take-control-of-their-advertising.html "National World launches new ad manager platform, powered by DanAds, empowering businesses to take control of their advertising"), but according to the report, nothing is confirmed as neither Apple nor Martinez will comment at this stage and so the speculation grows.

**Erratic [effects on ad accounts](https://www.financedigest.com/controlling-your-business-cash-flow-with-effective-accounts-receivables-turnover-ratios.html "Controlling Your Business Cash Flow With Effective Accounts Receivables Turnover Ratios") post iOS 14**

With the new privacy implications with the iOS 14 and soon to launch iOS 15 updates, [Apple has a significant advantage to track user](https://www.financedigest.com/an-apple-a-year-half-of-iphone-users-will-upgrade-to-the-iphone-7.html "AN APPLE A YEAR: HALF OF IPHONE USERS WILL UPGRADE TO THE IPHONE 7") behaviour and attribute accurately compared to the flawed data flow which other platforms are facing.

Since the launch of the iOS 14, clients across the board have been on a roller coaster journey [experiencing record](https://www.financedigest.com/europe-experienced-second-warmest-winter-on-record.html "Europe experienced second-warmest winter on record") sales days followed by zero sales days, with no set pattern or reason. It has been chaotic and unpredictable and at times has felt like a firefighting exercise.

Over the last few weeks, the ad accounts of clients that I have been managing (between $1-$3m a month) have [seen and experienced erratic performance and a number of accounts have had to rebuild due to performance falling](https://www.financedigest.com/euro-zone-yields-fall-as-us-payrolls-seen-easing-rate-hike-pressure.html "Euro zone yields fall as US payrolls seen easing rate-hike pressure") off a cliff. Conversely, others have been without issue.

**Apple’s focus on privacy**

Apple has too much of an advantage over anyone else and the [market is too big to let an opportunity](https://www.financedigest.com/healthcare-informatics-market-scope-and-opportunities-analysis-2021-2031.html "Healthcare Informatics Market Scope and Opportunities Analysis 2021 – 2031") like this pass it by.

What is frustrating is that their sentiment to date has been about [protecting consumers’ privacy](https://www.financedigest.com/balancing-cybersecurity-and-individual-privacy-new-whois-data-protections-in-2018.html "Balancing Cybersecurity and Individual Privacy – New Whois Data Protections in 2018"), whereas in reality it’s about safeguarding their premium userbase. [Apple has been running a series of ads recently which address the issue](https://www.financedigest.com/apple-says-issues-with-imessage-facetime-resolved35792.html "Apple says issues with iMessage, FaceTime resolved") of privacy, showing their marketing is focussing on this issue.

The most recent of these ads being a scenario showcasing the app tracking transparency (ATT) privacy feature on iOS. The advert follows someone through a typical day, highlighting the apps that are frequently used by people, such as supermarket shopping, getting a taxi, buying a coffee etc until a strapline appears on the screen reading, ‘Choose who tracks your information’ followed by a screenshot of the [phone screen](https://www.financedigest.com/almost-1-in-3-never-fix-their-damaged-phone-screens.html "Almost 1 in 3 never fix their damaged phone screens") with the individual clicking on the option ‘Ask app not to track’, declining the ATT requests for apps to track him, leaving him with a peace of mind that privacy is secure.

With the advantage they have, Apple [launching an advertising platform](https://www.financedigest.com/seenthis-launches-creative-platform-to-boost-performance-and-reduce-co2-emissions-in-digital-advertising.html "SeenThis launches Creative Platform to boost performance and reduce CO2 emissions in digital advertising") seems inevitable. Not just because their app will [work but because they have the intelligence to be able to track](https://www.financedigest.com/the-flexible-working-revolution-is-here-so-why-arent-you-tracking-expenses-on-the-go.html "‘The flexible working revolution is here – so why aren’t you tracking expenses on the go?’") Facebook and Google and beyond. They would steal a significant chunk of the advertising dollar just because arguably, their ad platform would be superior and it would be more accurate, so a winning combination.

Watch this space…

**Author Bio:**

**Tim Hyde, Founder and [Director of Social Media Marketing Agency](https://www.financedigest.com/adnami-appoints-sophie-spencer-as-uk-agency-sales-director.html "Adnami appoints Sophie Spencer as UK Agency Sales Director"), TWH Media**

_Having commenced his career in leading the Facebook strategy for Lad Bible, Tim Hyde boasts an impressive track record of helping businesses and brands scale online through effective [social media marketing strategies](https://www.financedigest.com/why-no-event-should-be-planned-without-a-social-media-strategy.html "Why No Event Should Be Planned Without a Social Media Strategy"). One of the industry’s leading social media gurus, Tim founded TWH Media in September 2017 and now works with large [brands globally ranging from Adidas to Apple Music](https://www.financedigest.com/how-music-sound-can-help-financial-brands-differentiate-in-a-competitive-world.html "How Music & Sound Can Help Financial Brands Differentiate in a Competitive World")._


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