Apple has confirmed it is exiting the mobile advertising business with the closure of its iAd app network.

It follows long-term rumours that Apple was dissatisfied with its share of the mobile advertising market, lagging far behind rivals such as Facebook and Apple.

According to eMarketer figures, Apple had a 5.1% of US mobile display ad revenue in 2015, with Facebook enjoying a share of 37.5%, and Google (9.5%) and Twitter (7.4%) also ahead of Apple.

This is despite attempts to grow share by partnering with ad tech firms such as Rubicon Project and MediaMath to attract publishers and advertisers to the platform. A year ago, it partnered with media and marketing firm IMS to extend iAd to Latin America.

One of the most unpopular aspects of iAd was Apple’s insistence on taking a 30% cut of all ad revenues, According to a BuzzFeed report, Apple is now considering launching a new self-serve campaign management system which will see publishers retain all revenues.

In a blog post, Apple wrote: “The iAd App Network will be discontinued as of June 30, 2016. Although we are no longer accepting new apps into the network, advertising campaigns may continue to run and you can still earn advertising revenue until June 30.

“If you’d like to continue promoting your apps through iAd until then, you can create a campaign using iAd Workbench. We will continue to keep you updated, but if you have any questions, contact us.”