Apple is making several changes to the terms of its iAd service in an attempt to fight share loss in the mobile advertising market. According to an Ad Age report, Apple has lowered the initial buy-in to $100,000 from $300,000, making the current rate just one-tenth of the $1 million required when the service launched.
Other changes include giving developers a 70% cut of ad revenues from iAds running in their apps, up from 60%, and dropping the per-click fee for advertisers in favor of a fixed cost-per-thousand rate. Citing data from IDC, the report claims that Apple lost ground in the mobile ad market in 2011, dropping to a 15 percent share from 19 percent in 2010.
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