9
Jul
2010
Apple Takes a New Approach to Data Mining
Apple is not exactly an industry friendly phone maker, but they certainly take the effort to try and take care of their end users (barring the whole antenna issue of course). This is evidently seen in the iAds system that has been implemented.
While Apple obviously stands to gain a lot from the new system, it seems that the folks at Cupertino have studied hard in order to create a system that end users would not fully object to. The iAds system has been designed to record user data regarding app downloads and app usage patterns from iPhone users, but at the same time, it prevents marketers and direct advertisers from being able to get the data directly.
This is because the iAds system takes care of all the data management and of course, ad targeting. Any user seeing an ad can rest assured that the data used to select that banner or popup was done by a system that was operating outside the control of the advertiser.
On the other hand Apple is not exactly tracking data that they do not originally have –with the small exception regarding user’s app usage patterns. The iTunes store keeps a transaction and download history for all users. This is the data that is used for targeted ads –in this sense it is easy to see how the iAds system is able to target users without having to reveal any data to Apple’s ad clients.
Apple’s decision to reveal this data is actually very important. The company has managed to avoid the same pitfalls that Google and Facebook had serious problems with. At the very least, this is where Steve Jobs gets to show off something that he is able to do better than his competitors.
The iAds system is already implemented in the latest version of the Apple iOS.
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