{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.


That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.


Sorry about this, there is a problem with our search at the moment.
Please try again later.

When Steve Jobs unveiled iAd to the world, he promised an offering that would revolutionise mobile advertising.

But delivering on that promise has proven difficult for the technology company that has revolutionised so much in the past decade.

In fact, the offering's future looks quite uncertain. So what's Apple to do? Turn to one of your most-despised enemies, apparently.

According to Bloomberg's Adam Satariano, Apple has lured Adobe's Todd Teresi to head up iAd. Prior to the move, Teresi was Adobe's VP of media solutions, a position he held since May of last year.

Bloomberg's report has been confirmed by an unnamed GigaOm source, who says that Teresi has already started at his new employer. As GigaOm notes, Teresi's recruitment makes sense as "he has extensive experience in mobile and online advertising in his career, including at Quantcast, and Yahoo, where he was once senior vice president in charge of the company’s display ad business."

Whether that experience can turn iAd's fortunes around remains to be seen. Apple has reportedly been reducing its minimums to keep advertisers happy, and relinquishing some of the creative control that it demanded when Jobs was running the show, but the concessions may not have come soon enough in the rapidly-evolving world of mobile advertising.

iAd competitors like AdMob and Millennial Media have built up networks with greater audiences, and they give advertisers the opportunity to reach consumers on multiple mobile platforms. iAd, which is of course limited to iOS, looks attractive on paper, but to make a single-platform mobile ad network work, Teresi may have little choice but to find a way to bring Steve Jobs' vision to life.

That, unfortunately for Apple, may prove too big a challenge, even if it's one that the company has no choice but to take on.

Patricio Robles

Published 5 January, 2012 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2485 more posts from this author

Comments (0)

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.