New From Apple: An iAd ‘Buy’ Button?
Gadget geeks were atwitter Monday, excited that Apple Pay may be integrated with iAd—meaning marketers can add a "Buy" button to mobile ads. The buttons may be available in time for the Holiday 2014 rush, writes John McDermott of Digiday.
"Buy buttons in iAd would become even more compelling when combined with iAd's new retargeting feature," he says, "which allows marketers to retarget users based upon their in-app activity."
McDermott says Apple is more interested in making money for publishers using iAd than the company is only making money itself—a practice that differentiates Apple from Facebook and Twitter.
Apple CEO Tim Cook seems to confirm McDermott's statement in Cook's open letter to Apple customers who are concerned about maintaining their privacy.
"One very small part of our business does serve advertisers, and that's iAd," Cook writes. "We built an advertising network because some app developers depend on that business model, and we want to support them, as well as a free iTunes Radio service."
McDermott writes that iAd may also now be able to attribute sales to mobile—a channel marketers frequently have trouble tracking.
"IAd has also been ramping up sales efforts on iAd's add-to-Passbook feature, which allows iOS users to redeem coupons from mobile ads and send them directly to Passbook, Apple's mobile wallet app," he says.
Will marketers buy this "Buy" button?
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