25 downloads on 1 million impressions. Damn, that's sad.
Compared to other mobile Ad networks is this bad?
Remember this is not taps, this is actual downloads...
> We chose to run the ads on apps from the following categories: Photo & Video, Social Networking, Entertainment, Games, Food & Drink and Utilities.
Those are some of the very largest targets you can have. Apple was unable to provide enough impressions to meet $10 a day.
Just a question is the CPA also really bad compared to the other ad networks?
It could also be a targeting problem (they don't know who is most likely to download), but iOS users are pretty app happy so I would imagine this is the easiest type of ad to convert with. Apple has a huge advantage here as the control the whole ecosystem and are the only ones in the world who can optimize the App Store. Just 25 installs after 1,702 taps for a free app with good reviews seems depressingly low.
(Their average CPC was $.01, and their desired CPA was $.40).
Agreed that $10 a day is not enough to keep their app rocketing up the install lists. However, like any PPC or CPA advertising, iAd is a bidding system - and priority of impressions will go towards those that bid more. Your assertion would be like having a Google AdWords bid of $.01 for a high-performing keyword, and because you aren't featured on page 1 of the SERPs & only get a few impressions, concluding that Google doesn't have the audience to support your budget.