According to a recent report from Goldman Sachs 75 % of Google"s roughly $ 12 billion in mobile search ad revenue during 2014 came from iOS devices , which account for less than 20 % of the smartphone market , highlighting the importance of Apple in the growing mobile ad market . Google 's mobile app competitor , apple , only accounted for 10 % of U.S. mobile ads in 2013 according to eMarketer . Over the last year or so , Apple has been revamping iAd , opening it up to leading demand - side platforms and expanding its retargeting capabilities , in addition to making tweaks to its software .
According to a recent report from Goldman Sachs 75% of Google"s roughly $12 billion in mobile search ad revenue during 2014 came from iOS devices, which account for less than 20% of the smartphone market, highlighting the importance of Apple in the growing mobile ad market. Apple's mobile ad platform, iAd, only accounted for 2.5% of U.S. mobile ads in 2013 according to eMarketer. Over the last year or so, Apple has been revamping iAd, opening it up to leading demand-side platforms and improving its retargeting capabilities, in addition to making tweaks to its software.