Initially it was aimed at big-budget ad agencies. The idea was that they could create polished little micro-sites that were launched from the ad, and wouldn't

Initially it was aimed at big-budget ad agencies. The idea was that they could create polished little micro-sites that were launched from the ad, and wouldn't have to leave the app showing the ad. In reality, ad-funded apps never really took off on iOS, probably due to free-with-in-app-purchase becoming a big money maker. And with the growth of Android, making a platform specific ad was not nearly as appealing.