HasOffers, a mobile analytic outfit based in Seattle, has a neat little trick in its new SDK: the holy grail for tracking iAds.
“We were excited to discover it and get it out to our clients as quickly as possible,” HasOffers CEO Peter Hamilton told VentureBeat late Thursday.
“Now, developers can compare how their campaigns on iAd stand up against their campaigns on other advertising platforms and partners, which shows them their return on investment and allows them to scale up their budgets.”
According to Hamilton, this constitutes an important distinction from iOS 7.0. And it means that Apple is finally getting serious about tracking the efficacy of ad campaigns through the its own devices, like iPhones and iPads.
“This public feature is really a cool move by Apple and iAd. It is really focused on providing developers with insight into whether their advertisements on iAd are working or not, which is something they never had access to before.”
As VentureBeat previously reported, iAd only works on iOS devices and in iTunes. Some say this is a limitation because Android reaches more people overall. Because iAd is not cross-platform, that limits its reach, which could ultimately spell trouble for Apple because reach is what advertisers most want.
Google and Facebook dominate the mobile ad space, but analysts say Apple can catch up — if it wants to.
According to Apple:
“On average, iOS users spend 87% of their time on connected devices using apps.* That’s why we created the App Network: to connect brands with our users where they are most engaged. With over 150,000 manually screened apps participating in the App Network, you’ll reach users in the right environment for your brand. Our targeting, powered by iTunes and not available anywhere else, ensures you’ll reach the right people at just the right time.”
Companies with tiny advertising budgets can now maximize mobile ad campaigns using iAd, Hamilton said, quickly thanking himself.
“The timing really makes sense with the update to the iAd WorkBench, which allows anyone with an Apple ID signup and purchase advertising with a minimum budget of $50. Providing a feedback loop to those developers on what is working and what is not helps them start small and grow based on profitability,” Hamilton said.