Apple Begins Analyzing Your App Usage Data

Apple has begun analyzing your app usage data which is now being collected to optimize iAd targeting, according to a Bloomberg report.

This information could give Apple an advantage in the mobile ad market, says Rachel Pasqua, director of mobile at marketing firm ICrossing.


"Apple knows what you’ve downloaded, how much time you spend interacting with applications and knows even what you’ve downloaded, don’t like and deleted," said Pasqua, whose clients include Toyota Motor Corp. and Mazda Motor Corp.

Relying on the music, videos and apps that customers are downloading from its iTunes, App Store and iBooks helps Apple sketch a behavioral profile that can be paired with appropriate promotional messages. On its website, Apple says its "standard targeting options" include demographics, application preferences, music passions, movie genre interests, television genre interests and location.

Companies which currently work with Apple have been impressed with their targeting capabilities. Unilever targets married men who are in their late 30s and have children. "Apple then overlays that with the iTunes information and targets quite well and quite surgically," said Rob Candelino, marketing director at Unilever.

Apple spokeswoman Trudy Miller says "the leading global brands we’re working with are developing iAds timed with their seasonal marketing campaigns, such as back to school and the holiday shopping season. We’re just taking our first few steps. We’ll work our way up to walking and running as this year progresses."


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