Microsoft quietly announced its plan to close its Ad Monetization platform for UWP apps on June 1, 2020,media on OnMSFT reported. The announcement was made Thursday at Windows Dev Center via MS Poweruser. A Microsoft spokesman explained, “The decision was made primarily because we were no longer able to operate the product at current levels.”
Microsoft’s Ad Monetplatform platform has managed to attract a variety of ad network partners, including AppNexus or Oath (now Verizon Media), but the company notes that “some underperforming ad networks will be shut down from now until June 1, 2020.” “Microsoft now recommends that UWP developers switch to a different advertising platform, but for most developers this process can be cumbersome. The Microsoft Ad Monetization platform also has the advantage of providing a dedicated APIs for advertising campaigns running on the Microsoft Store.
While Microsoft’s demonetization of applications to application developers is bad news, that doesn’t mean UWP developers can no longer monetize the Microsoft Store. Sure, advertising is just one way to monetize free apps, but there are other solutions, such as subscriptions or in-app purchases. On Twitter, developers of spotimo, a third-party Spotify customer, claim that ads account for only 10 percent of developer app revenue, with the rest for in-app purchases.
Still, the microsoft Ad Monetization platform for UWP, which is closing soon, isn’t the only bad news developers have to deal with. Last month, Microsoft quietly revised its store share policy, which is a commitment to share 95 percent of app revenue in the Microsoft Store. A new report from ZDNet’s Mary Jo Foley also shows that Microsoft is planning to close its Windows 10 store. Foley’s sources also said Microsoft officials had been arguing internally over the company’s new “unanimous strategy” for its digital stores, while the future of Windows 10 commercial stores was “uncertain.”
It is reported that the UWP app still allows developers to create apps that can run on Windows 10 PCs, Xbox One consoles, Surface Hub devices or Hololens devices. UWP applications should also play an important role on dual-screen devices running Windows 10X, although it’s hard to imagine many developers starting to build UWP applications for this new platform.