""The second and less discussed issue is that Apple itself has historically released very little advertising inventory compared to Google," Rohit Dosi, InMobi VP and general manager, tells AdExchanger over email. Ads are "woven into" everything on Android, Dosi says, while Apple has taken a minimalist approach. But "that is starting to change," he notes. Apple is uncorking ads across more media, including in Apple Maps and Apple News, not to mention new search carousels, sidebars and sponsored units."
""Apple's ad ecosystem operates on fundamentally different principles than Android, Dosi says, although most ad buyers still treat iOS and Android as part of a single search strategy. Apple Ads end up being "underleveraged not just because of signal loss or limited inventory," he says, "but because the tools required to compete there are genuinely specialized.""
""We need to proceed cautiously," says IAB Tech Lab CEO Tony Katsur. "Every head of a major LLM has said AI will hallucinate and get it wrong." That hasn't stopped the industry from charging ahead. Omnicom mentioned during its Q1 earnings call last week that it's already executed live agent-to-agent ad transactions . Meanwhile, publishers like The Weather Company and News Corp are testing sales agents that can package inventory, negotiate deals and surface premium audiences for buyers."
Loss of Apple ad IDs shifted ad spend toward Android because Android offers superior targetability. Apple historically released less advertising inventory than Google, with ads woven into many Android experiences while Apple used a more minimalist approach. Apple is expanding ad inventory across more media, including Apple Maps and Apple News, along with new search carousels, sidebars, and sponsored units. Apple Ads operate on different principles than Android, and buyers often treat iOS and Android as one search strategy. Apple Ads remain underleveraged not only due to signal loss and limited inventory, but also because competitive tools are specialized. AI agents used for ad transactions can fabricate incorrect rates or botch media buys even with instructions and human approval, requiring cautious deployment. Industry players are still moving forward with live agent-to-agent transactions and testing sales agents that package inventory, negotiate deals, and surface premium audiences.
#mobile-advertising #apple-ads #ad-targeting-and-inventory #ai-agents-and-hallucinations #programmatic-media-buying
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