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Apple's Abandoning This 6-Year-Old Advertising Strategy

By Chris Neiger - Jan 20, 2016 at 8:58AM

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After years of stumbling in the mobile advertising business, the tech titan is handing over control to publishers.

Apple (AAPL 2.14%) generally has success with nearly everything it does. But the company's mobile advertising platform, iAd, is one case where it came up short. That's why the company is reportedly giving up control over selling, creating, and managing ads through iAd, and will instead let publishers manage the process.

The move comes as Apple only earned about 5% of all mobile display advertising revenue in 2015, according to eMarketer. Meanwhile Google took 9.5% and Facebook grabbed nearly 38%. While iAd isn't going anywhere, Apple is letting the platform exist on its own -- which is likely better for everyone involved. Click on the video below to learn more.

Chris Neiger has no position in any stocks mentioned. The Motley Fool owns shares of and recommends Apple. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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