Apple rethinks its ad practices as it attempts to lure brands

12/12/2011 | Wall Street Journal, The

Apple is softening its stance to advertisers using its mobile platforms. Apple originally asked advertisers for $1 million commitments, but now has a $400,000 minimum, sources say, and is capping certain charges in response to lackluster iAd sales and competition from Google's Ad Mob. "They know that they need to adapt themselves now if they want to survive -- even if it is Apple," says Alexandre Mars, chief of mobile at Publicis Groupe.

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