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Apple blocks third-party location based ads

Apple blocks third-party location based ads

Experts believe that Apple's recent announcement that it plans to block the launch of any third party app offering location based services, such as advertising, has been made to make way for the future launch of an in-house service in the same market.

A blog entry on the official website for iPhone developers broke the news in the middle of a full explanation as to how developers could use the iPhone's Core Location technology to offer location based functionality in their applications.

Apple said that while it would accept apps that used the iPhone owner's location to provide information on weather and local amenities, any apps that were produced "to enable mobile advertisers to deliver targeted ads based on a user's location," would be blocked until modified to fit with the company policy.

The recent acquisition of mobile ad company Quattro Wireless is seen as being the main motivation behind the decision.

Competing with Google in the mobile ad market is going to be Apple's next goal and it will want to retain complete control of mobile ads on its own platform.

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