Apps have to deliberately provide space for iAds, and Apple certainly knows the identity of an app that is asking for ads. So the argument here must be that the presence of "mature content" anywhere on the platform discourages ads. But Safari can access vast amounts of "mature content". So I don't quite get it.

I seem to be completely missing the connection you are pointing to Davide.

Are you saying that Apple wants to monetize mature content only through their ad platform?

No, I'm saying that some companies (ie. Disney) don't advertise on websites and platforms with mature content. And most of those companies happen to be the ones with the biggest advertisement budgets.

But aren't brand names such as Playboy allowed in the App store?

As with any proper ad market, advertiser should be able to choose their demographics. For eg., they should easily be able to target just apps that are 4+ in Apple's rating.

This is pretty smart, I never thought of it before. You can't really advertise on facebook etc. as an F500 because of unpredictable content, but here you'd have access to all the same metrics and targeting minus the unpredictability. Nice post.