iAd will fall apart claims Yahoo! CEO

Given Yahoo! is currently on a drive to expand its influence in advertising, it's not entirely surprising that, when asked about Google and Apple's role in the field, CEO Carol Bartz was far from complimentary.

Speaking with Reuters, Bartz went as far as to suggest that iAd will prove a fruitless venture for Apple in the long run.

It's Bartz's belief the platform is in danger of driving marketers away, because most are unwilling to adhere to Apple's strict rules and long timescale for creative work.

Marketing menace

"That's going to fall apart for them," said Bartz.

"Advertisers are not going to have that type of control over them. Apple wants total control over those ads."

It's not the first time someone has raised concerns regarding Apple's firm hand over its ad network.

Advertisers vocalised an apparent 8 to 10 week delay in getting ads on the platform to the Wall Street Journal back in August.

Bartz's concerns are more likely closely related to the suggestion that Yahoo! itself is considering making a move on mobile marketing.

Any such venture would put the firm in direct competition with both iAd and Google's AdMob, making any compliments between the three parties hard to extract.

[source: Reuters]