Adweek wrote, “It’s not clear whether the new Apple exchange will be limited to mobile, because it could sell real-time iAds across devices — or even through Apple TV,” citing an insider familiar with iAds.
Reading between the lines, I see a company that supplies multiple media devices and services — Apple TV, iTunes Radio, phones, computers, etc. — all with a single login. A company like that can ditch cookie-tracking methods because the consumer is trackable on all — or most, at least — of their devices simply by being logged in.
Could this create the “walled gardens” Dave Helmreich, Neustar’s vice president of media and advertising, warned against just a couple of weeks ago?
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