Let's not forget that App Store search ads replaced iAds, which was an in-app ad network. I assume that it was shut down because of too much competition in the

Let's not forget that App Store search ads replaced iAds, which was an in-app ad network. I assume that it was shut down because of too much competition in the space, but perhaps we'll see it come full circle as Apple diminishes the "effectiveness" of third-parties.