[pdpi]

This whole thing seems increasingly unlikely.

The moment Apple makes a serious play in the ad market, they open themselves up to a double barrel dose of antitrust litigation from Facebook and Google, they'll have the mother of all PR nightmares to deal with (Fb and Google campaigning hard on years of hypocrisy). Probably a fair few more problems I'm not seeing.

[jay_kyburz]

They don't have to make a big play, they just need to creep it up very slowly.