Either this is a legal quirk, or, more likely, Apple intends to extract from Google a heavy price for playing on the wrong side of their prisoner's dilemma game. In the meantime, Google protests the agreement.
tags: battle, technology, apple, google, advertisement, business, law, information, tool, detection
From a system perspective, Apple prevents Google from solving a detection problem, therefore, the latter cannot develop an improved control (setup) sub-system. As the result, the overall efficiency of Google's adMob will be significantly lower than Apple's iAd.
As we know, the purpose of an ad-insertion mechanism is to deliver the right ad to the right user. The better the match, the more efficient the mechanism. The rightness of the match is determined through detection and differentiation of prior user interactions with content and/or ads. When detection is disabled, a good match cannot be found systematically, therefore the overall efficiency of the ad delivery mechanism will be a function of unknown factors.