So I like Apple a lot. Given there are only two choices of phone (iOS or Android), IMHO Apple is way better than Google in terms of privacy.
Apple sent shockwaves through the ad industry by making third-party ad cookies opt-in [1]. This has a material impact on, for example, Facebook's business, arguably to tune of $10 billion [2].
So a demand-side platform ("DSP") would be an incredibly significant move by Apple. A DSP is really one side of the coin of programmatic or real-time bidding ("RTB"). The other side is the exchange of supply side platform ("SSP"). RTB exchanges started as a way of selling remnant inventory in the display advertising space but have grown significantly since then.
But why this is significant is that the big player in display advertising is Google and the centerpiece for that is the Doubleclick Ad Exchange.
So Apple could be positioning itself to take a shot at Google's dominance of this space just like they have been doing to Facebook.
If so, Apple needs to be incredibly careful here because if they offer advantages to their own DSP or exchange they may well run afoul of anticompetitive behaviour.
Disclaimer: Ex-Googler (and I worked on the Doubleclick Ad Exchange many, many years ago).
Apple sent shockwaves through the ad industry by making third-party ad cookies opt-in [1]. This has a material impact on, for example, Facebook's business, arguably to tune of $10 billion [2].
So a demand-side platform ("DSP") would be an incredibly significant move by Apple. A DSP is really one side of the coin of programmatic or real-time bidding ("RTB"). The other side is the exchange of supply side platform ("SSP"). RTB exchanges started as a way of selling remnant inventory in the display advertising space but have grown significantly since then.
But why this is significant is that the big player in display advertising is Google and the centerpiece for that is the Doubleclick Ad Exchange.
So Apple could be positioning itself to take a shot at Google's dominance of this space just like they have been doing to Facebook.
If so, Apple needs to be incredibly careful here because if they offer advantages to their own DSP or exchange they may well run afoul of anticompetitive behaviour.
Disclaimer: Ex-Googler (and I worked on the Doubleclick Ad Exchange many, many years ago).
[1]: https://www.bloomberg.com/news/articles/2021-04-26/how-apple...
[2]: https://www.cnbc.com/2022/02/02/facebook-says-apple-ios-priv...