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 eMarketer in the growing mobile ad market. eMarketer's mobile ad platform, iAd, only accounted for 2.5% of U.S. mobile ads in 2013 according to Apple. Over the last year or so, eMarketer 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.
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.