I dagarna lämnade Apple in en patentansökan på ett nytt sorts annonssystem som ska kopplas till ditt kontokort. Tanken är att du bara ska behöva se annonser för saker och tjänster som du faktiskt har råd med.

Devisen ”Ju bättre du lär känna din målgrupp, desto större chans är det att du kan påverka dem” är självklar för de flesta marknadsförare. Och de senaste årens utveckling inom internetannonser har gjort att förutsättningarna för att skapa relevanta annonser har blivit bättre än någonsin. Med dagens annonssystem går det att segmentera annonser efter individuella faktorer så som som ålder, kön, intressen och geografisk plats. Med sin senaste patentansökan vill Apple nu att ditt kontosaldo ska bli ännu en segmenteringsfaktor.

Så funkar det

Annonssystemet bygger på att ett program installeras i din telefon som bevakar kontokortets saldo. Systemet är sedan kopplat till webbläsarens annonsleverantör, som ser till att bara visa annonser för produkter med ett pris som är likvärdigt eller mindre än ditt kontosaldo, enligt patentansökan.

Annonsörerna kommer aldrig få tillgång till din individuella kontoinformation, utan applikationen i din telefon kommer att läsa av ditt saldo och placera dig i en ”inkomstkategori”. Sedan kan annonsörerna välja att marknadsföra sina produkter mot de olika inkomstkategorierna.

Andra förslag som nämns i patentansökan är att man i samband med detta vill underlätta ”click-to-buy”-annonser som gör att personen kan genomgå hela köpprocessen direkt i annonsrutan utan att behöva klicka sig vidare till annonsörens butik-sajt, berättar Business Insider.

Användare får välja själv om de vill dela sin kontoinformation

Annonskonceptet kommer att vara uppbyggt genom ”opt-in”-princip snarare än ”opt-out”-princip, vilket innebär att användare själva får göra det aktiva valet att dela med sig av kontoinformationen, för att få mer relevanta annonser i utbyte. Det är en ovanlig hållning för Apple, som annars ofta kritiserats för att skjuta först och ställa frågor sedan – som när de inkluderade hela bandet U2’s senaste album i en programuppdatering för iPhone.

Inte helt säkert att annonskonceptet blir verklighet

Varje år ansöker Apple och andra tech-företag om hundratals patent, varav många ansökningar sker i förebyggande syfte, långt innan en färdig idé finns klar. En del av idéerna genomförs sedan, men många patentansökningar blir aldrig genomförda i praktiken, och en del av patentansökningarna sker mest för att försvåra konkurrenters möjlighet att utveckla teknik. Det är svårt att placera vilken av kategorierna Apples senaste patentansökning hamnar i.

Men om idén med saldobaserade annonser blir genomförd kan det innebära ett gigantiskt trendbrott i hur riktade annonser kan vara, och höja statusen för internetannonserna betydligt.

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