Apple Pulls iAds From Kid-Focused Apps as Advertisers Target Efforts

111214 dex pokemon

MacStories reports on the experience of one App Store developer who recently saw the iAd fill rate for his Dex application for iOS drop to zero, discovering that Apple has essentially disabled iAds for kids-focused apps such as Dex in response to advertisers seeking to target their ads at other demographic segments. The developer reports:

Last Thursday I had a particularly awful iAd fill rate of 5%. This isn't new, I've had problems before. Then on Friday a 0% fill rate, then on Saturday another 0% fill rate. I emailed Apple and posted a question to the company's developer forums. Today I finally got a reply:

Follow-up: XXXXXXXXXXX

Hello Michael,

We periodically review the apps in the iAd Network to ensure that all apps receiving ads are aligned with the needs of our advertisers. Currently, our advertisers prefer that their advertising not appear in applications that are targeted for users that are young children, since their products are not targeted at that audience.

It is unclear whether the policy is a new one or if Dex had simply not been categorized as a kids app for iAd purposes until just last week, but the development does call into question of the viability of the iAd-supported business model for kids-focused apps given the low likelihood of companies seeking to target that market. Advertisers are of course keen to have their ads shown in front of those consumers most likely to be receptive to their campaigns, making the most efficient use of their advertising dollars.

Related Forum: iPhone

Popular Stories

iOS 26 Battery Glass Feature

iPhone 16 Pro Max 80% Charge Limit: One Year Later, Was It Worth It?

Wednesday September 24, 2025 3:58 pm PDT by
With the iPhone 15 series, I did an experiment and kept my iPhone's Charge Limit set at 80 percent for an entire year. It provided an interesting look at the impact of charge limits on battery longevity, so I decided to repeat it for the iPhone 16 line. Since September 2024, my iPhone 16 Pro Max has been limited to an 80 percent charge, with no cheating. As of today, my battery's maximum...
Home Hub Command Center with Dome Base Feature

Apple Working on All-New Operating System

Thursday September 25, 2025 1:11 pm PDT by
Apple is developing an all-new operating system codenamed "Charismatic," according to Bloomberg's Mark Gurman. Apple smart home hub concept based on rumors This is likely Apple's long-rumored "homeOS" operating system. In a report last month, Gurman said both Apple's rumored smart home hub in 2026 and tabletop robot in 2027 will run the new operating system. He said the software platform ...
AirPods Pro 3 Newsroom

Apple's 'Back to School' Offer Ends Soon, Now Applies to AirPods Pro 3

Wednesday September 24, 2025 7:20 am PDT by
Apple's annual "Back to School" promotion for students ends soon, so act fast if you want to score free AirPods with the purchase of an eligible new Mac or iPad. Until Tuesday, September 30, college students and qualifying educational staff in the U.S. can receive free AirPods 4 with Active Noise Cancellation when they purchase an eligible new Mac or iPad from Apple. This is a $179 value. ...
iPhone 17 Pro Colors

Skipped the iPhone 17 Pro? Here's What is Rumored for iPhone 18 Pro

Tuesday September 23, 2025 8:55 am PDT by
While the iPhone 18 Pro and iPhone 18 Pro Max are still a year away, there are already a few rumors about the devices that offer an early look ahead. Below, we have recapped some of the early iPhone 18 Pro rumors so far. This story was published previously, and it has been updated to reflect the latest rumors. Many early rumors prove to be true, but nothing is confirmed yet, and Apple's...
iOS 26

iOS 26.0.1 Update for iPhones Coming Soon — Here's What to Expect

Thursday September 25, 2025 12:40 pm PDT by
Apple is preparing to release iOS 26.0.1, according to a private account on X with a proven track record of sharing information about future iOS versions. MacRumors has also seen evidence of iOS 26.0.1 in its visitor logs in recent days. It is likely that iOS 26.0.1 will fix a camera-related bug on the new iPhone Air and iPhone 17 Pro models. In his iPhone Air review, CNN Underscored's...
iOS 26

Everything New in iOS 26.1 Beta 1

Monday September 22, 2025 12:44 pm PDT by
Apple released the first beta of iOS 26.1 today, just a week after launching iOS 26. iOS 26.1 mainly adds new languages to Apple Intelligence, but there are a few other features that are worth knowing about. New Apple Intelligence Languages Apple Intelligence is now available in Danish, Dutch, Norwegian, Portuguese (Portugal), Swedish, Turkish, Chinese (Traditional), and Vietnamese. AirPo...
apple tv 4k new orange

Next Apple TV Expected to Launch This Year With These New Features

Monday September 22, 2025 10:00 am PDT by
The next Apple TV is expected to be released later this year, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the next Apple TV, according to rumors. Likely Features N1 Chip With Wi-Fi 7 Last year, Bloomberg's Mark Gurman said the next Apple TV would be equipped with Apple's own combined Wi-Fi and Bluetooth chip, which is...
Apple More Personal Siri Ad

Apple Responds to U.S. Class Action Lawsuit Over Delayed Siri Features

Friday September 26, 2025 6:57 am PDT by
In March, Apple delayed the launch of its personalized Siri features, and soon after the company was hit with multiple class action lawsuits over the situation. The plaintiffs said they never would have purchased an iPhone 16, or would have paid less, had they known Apple's marketing about the Siri features was false. In the U.S., all of the complaints were consolidated into one class...

Top Rated Comments

Babybandit Avatar
188 months ago
Personally, I think this is a great idea to remove iAds from Kid Applications. I understand that this is probably more a strategic attempt at maximizing advertising dollars - but as an older Teenagers, I've seen what some ads could do to affect the younger ones. So - I think this is quite the good move!
Score: 9 Votes (Like | Disagree)
Small White Car Avatar
188 months ago
This doesn't sound like Apple's banning iAds from kid apps. It just sound like they don't have any current clients for them.
Score: 8 Votes (Like | Disagree)
0815 Avatar
188 months ago
Banning ads in kids applications that are not appropriate for kids sounds good to me. Of course the greedy developer does not care and just hopes the kids clicks by accident on the colorful ad .....
Score: 6 Votes (Like | Disagree)
krye Avatar
188 months ago
Good call by Apple. I think it's sad that developers would even put iAds in a kid's app. Wasn't bad enough that they were trying to cash in on in-app purchases? Now they're trying to make money with kids clicking on ads? Anything for a buck huh? Why not put out an app that's worth paying the money for? Now there's an idea! I'm an iOS Developer, so I'm not talking out my ass. If your app is worth paying the money for, then you don't need to cash in with ads. And putting ads in your free version is just en excuse to cash in. There's little next to no extra time in compiling a free version alongside the full pay version. Anyone who tells you differently is just trying to use ads to cash in.
Score: 6 Votes (Like | Disagree)
WannaGoMac Avatar
188 months ago
I don't understand the problem. It seems perfectly fair to allow someone purchasing advertising to direct when or where the ads will show up. This is not really any different than ad agencies targeting certain TV shows for various demographics.

Frankly, I would be annoyed to pay for ads in an app for an audience I am not interested in...
Score: 5 Votes (Like | Disagree)
ivladster Avatar
188 months ago
not too fast

Until children have their own credit cards with credit lines, they are not a target. Just wait until Disney steps in with their "Tell your mommy to buy you this" ads. :rolleyes:
Score: 4 Votes (Like | Disagree)