Participants in Apple's iAd program will now be getting 70% of the revenue from ads displayed with an app to the developer of the app, according to a notice sent out by Apple to these participants. This is a 10% increase in the revenue being shared with the developers, since it was 60% earlier.
The increase in revenue share might be another attempt by the software giant to get more and more developers to use the service. It already lowered buy-ins for advertisers to $100k and also an increase in payouts. This is after the company made some changes in the offerings to potential advertisers, in the form of clicks-per-thousand offering.
The late CEO of Apple, Steve Jobs had mentioned in a previous interview how the goal of of the ad business was to help developers make money, but clearly the program was doing well, but not enough. Since, its introduction back in 2010, the iAd platform hasn't been quite has successful as visualised by Apple. The VP of Apple's Mobile Advertising was headed for a brief period by Eddy Cue was Apple's VP Internet Software and Services after Andy Miller left, but was recently replaced by ex-Adobe Todd Teresi on a full time basis.
Developers could be motivated by the increase in revenue share given by Apple in the iAd service, instead of relying on third party services, however the entire platform can only get some good progress if sold and adopted by Apple and developers at a better pace.