Apple May Expand Advertising Platform Into Apps Like Snapchat

Apple may be eyeing a new way to expand its burgeoning advertising business, with the focus still being on how to take advantage of apps.

According to a new report on Friday from The Wall Street Journal, Apple is currently speaking with a variety of different companies in an effort to expand its digital ad platform, which would effectively see new ads launched within apps like Snapchat and even Pinterest. This would be an Apple network for distributing ads across apps, and the company would be sharing revenue:

“Over the past year, Apple has met with Snap Inc., Pinterest Inc. and other companies about participating in an Apple network that would distribute ads across their collective apps, the people said. Apple would share revenue with the apps displaying the ads, with the split varying from app to app, they said.”

Apple’s goal, according to the report, is an expansion of the company’s search ad business. The idea would see relevant ads pop up in apps like Pinterest to boost app discovery, which seems strange at face value. Specifically, if someone using Pinterest were to search for “drapes”, then the ad network may pop up an option for an interior decorating app.

In essence, it comes down to Apple wanting to get more people into the App Store on a regular basis. Showing relevant ads for new apps within other popular apps might help make that happen.

Our Take

If this is indeed something Apple wants to get off the ground, we will more than likely hear about it at next week’s Worldwide Developers Conference. Probably not during the keynote, which is scheduled for June 4, but maybe at a later date during the event.

[via WSJ]