With App Store growth drying up sharply over the last few months, Apple could be developing a mobile ad platform to spur growth in its Services unit.
is about to develop its own mobile-advertising platform that would be part of the Services unit. Laura Martin, an analyst at investment bank Needham & Co., points out that another tech giant, Amazon, grew its ad business from $4 billion in 2018 to $37 billion this year. She said,"Apple is the largest company on Earth. To grow, it must target large global TAMs [total addressable markets], like global digital advertising.
Apple supposedly wants to participate in what is known as"demand side platform" . This system allows companies to buy ads by having them search through sites and mobile apps based on the advertiser's criteria. When it finds a place where it wants to advertise, bids are placed. Needham's Martin said that this would fit right in with Apple's history of having its products and services work together across the Apple ecosystem.
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