Recent article from AdAge details Apple and Amazon take long time to develop ad products as the companies value the privacy of users and that’s why both the companies have been dubbed as “slow, cocky and downright stingy.”
“Amazon’s sales approach is too pushy; Apple is too reticent to foster relationships. Most frustrating: Neither is willing to cough up enough of the consumer data that attracts advertisers to them in the first place,” notes AdAge.
Apple, in particular, was criticised for its denial to share information about the behaviour of its customers, which could help in targeting ads at the right customers.
“The lack of data both companies deliver is frustrating for marketers because these notoriously opaque giants sit atop incredible troves of information about what consumers actually buy and like, as well as who they are and where they live. One person familiar with the situation exec said Apple’s refusal to share data makes it the best-looking girl at the party, forced to wear a bag over her head.”
AdAge says Apple to be prioritising customer privacy over a big potential upside in ad revenue as “Apple might come out ahead of its competitors on data, if it would share.”
Apple and Amazon have garnered great reputation for maintaining a huge hoard of customer data even while having a tough time building their respective advertising businesses. Both the companies – Apple with revenue of $257.8 million and Amazon with $614 million – are however big players in the ad world.
AdAge also notes that compared to Apple and Amazon, Google is a little more open in sharing information about users.