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BizReport : Mobile Marketing : May 12, 2011

No ads in iOS apps aimed at kids, says Apple

An app developer who had all his iAds pulled from his Pokemon-themed game "Dex" has unearthed what appears to be a new directive from Apple that prevents young users of iOS apps being exposed to advertising.

by Helen Leggatt

When Mike Zornek, creator of the game app "Dex", saw his iAd fill rate plummet to zero he naturally asked Apple what was up.

Their simple reply came as a complete surprise. Advertisers preferred that younger iOS users were not exposed to their ads.

Fair play. Let's face it, few ads within apps are targeted at that demographic.

As Zornek points out on his official blog, it's not the policy that bothers him but the manner in which it was enforced.

"I'm not against Apple or the advertisers wanting to target their ads. I'm disappointed in how the transition was done (no warnings, no notice), particularly since it has a direct negative impact on developers making a living using Apple's iAd platform," commented Zornek on his blog.

At the time of writing Zornek's commentary on the situation is the only evidence of the change in policy.

Tags: Apple, iOS, iOS app, mobile advertising, mobile app

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