Apple does run a very large ad network themselves in the app store. They tried to run their own 'traditional' ad network and failed, so I agree with parent this

Apple does run a very large ad network themselves in the app store. They tried to run their own 'traditional' ad network and failed, so I agree with parent this is a business decision. The article has multiple mentions of an upcoming broader Apple network? Is there any solid information on that? They could win big $ if they rolled out a universal ID and controlled the infra/bids. Similar to their login button, it could be a more privacy focused UUID that users can revoke or maybe partition. Would love to see their marketing sell this as groundbreaking privacy lol