Setting up advertising for a new platform is a “risk-and-reward” process, as it provides a new platform in which to present innovative new ways to advertise, while, at the same time, coming up with problems that some ad agencies may have a hard time overcoming.

In this particular case, the Apple Watch could face an uphill struggle. TapSense recently unveiled a new ad platform that works specifically with the device, and, as you can see above, it provides some interesting advertising techniques that take up the full display of the Apple Watch.

While the platform looks workable on the surface, some questions have come into play regarding its effectiveness. The platform was originally advertised as “hyper-local targeting” with “Apple Pay integration.” However, according to Apple Insider, this may not be the case, as the advertising won’t be able to utilize advertising that works with built-in watch fades, nor will it be compatible with the Apple Pay service. In addition, development guidelines put in place by the company may not even allow advertising to be used on the device in the first place. Concerns have also arisen in regards to keeping users’ privacy in check, as certain ads would utilize location and other pieces of information for specific targeting practices.

Since the original announcement yesterday, TapSense updated its initial announcement, stating that the advertising intentions could be blocked entirely with Apple’s development guidelines. “Both Apple’s WatchKit SDK and the TapSense SDK are in Beta and APIs are subject to change,” the company explained. “As and when Apple makes the WatchKit guidelines available, we will review it carefully to ensure our DSK is both in compliance and approved by Apple.”

Apple hasn’t confirmed any plans in terms of approving a plan for advertising on its Apple Watch just yet, and there’s no guarantee that such plans will be put in place. While some of the company’s more popular devices do utilize advertising, others, like Apple TV, don’t use it at all, outside of displaying key choices for movies and TV shows from the App Store.

Another question with the effectiveness of advertising is the inability for advertising to use the Apple Pay service. TapSense’s firm stated “although Apple Pay integration with Apple Watch is a great convenience for the consumer, the TapSense SDK will not integrate directly with Apple Pay. To redeem a coupon from an ad, it would need to have a readable barcode that can be scanned at the point of sale, or the ad could be added to Passbook and then delivered to Apple Watch to be redeemed.” For some, this could be more troublesome than the initial discount is worth.