Apple ad exec wants to more than double ad revenue with new ads across iOS

According to Bloomberg reporter Mark Gurman, Apple is looking to significantly grow its ad business and has already explored internally to add ads to the iPhone’s Maps app, with other potential expansions on the horizon.

The shift may have been driven in part by recent changes in the company’s reporting structure: Gurman writes in his writing E-Newsletter This week Apple’s advertising VP Todd Teresi began reporting directly to Apple’s service chief Eddie Cue a few months ago. He also wrote that Teresi plans to increase Apple’s ad revenue from $4 billion annually to double-digit billions.

As Gurman notes, advertising is already a part of Apple’s strategy, but it’s limited in scope and location. The most traditional ads you’ll see in Apple-made apps are in the Stocks and News apps. There, you’ll see display ads just like on news websites—both outside stories and inside them.

Apple runs a strong advertising business within its App Store, allowing developers to pay for prime positions in search results listings. And the company recently ventured into ads within its Apple TV service, but only during Friday Night Baseball.

But according to Gurman, there will be new frontiers for Apple advertising. For example, in the App Store, ads will expand beyond search results to the curated Today homepage and individual app listing pages.

And Apple could also bring ads to podcasts and books apps, or expand TV ads beyond sports content with new subscription tiers. A The Hulu or Disney+.

Apple has been in the advertising business for a long time, in one way or another, but not all of its ventures in this area have been successful. In 2010, Apple introduced iAd, a network that third-party app developers could tap to run ads within their own applications. Manjana iAd was discontinued in 2016And other companies’ ad networks have become go-tos for iPhone and iPad app developers

More recently, Apple has thrown a wrench in the plans of many of those ad networks App tracking transparency policy, which requires all third-party apps to ask users for permission before using certain tracking methods that collect and cross-reference that users’ data across multiple apps.

Apple’s own apps don’t use those specific tracking methods, and so they don’t have to display the same permission prompts.

Neither Apple nor the Bloomberg newsletter said whether Apple plans to change course as it expands its own offerings again.