In a post on Bloomberg, Apple announced that it is aggregating userdata from millions of iTunes users to target iAd based campaigns toward the right group of app users.
Though it is to be expected that competitors like AdMob and Greystripe at least profile the apps in their catalogues, Apple can collect much more data than any of them. Apple knows exactly what consumers have downloaded, what they use a lot and what they have discarded.
One of the cases in which Apple used the data is in the Dove Men+Care which Unilever wanted to aim at men in their thirties that have children.
“Apple then overlays that with the iTunes information and targets quite well and quite surgically,” said Rob Candelino, marketing director at Unilever, based in London and Rotterdam.
“The leading global brands we’re working with are developing iAds timed with their seasonal marketing campaigns, such as back to school and the holiday shopping season,” said Apple spokeswoman Trudy Muller. “We’re just taking our first few steps. We’ll work our way up to walking and running as this year progresses.”