Apple’s mobile ad platform iAd is making the move into programmatic advertising in a partnership with ad-tech firm Rubicon Project.
Rubicon Project will power iAd’s automated ads for over 250,000 mobile developers using its global exchange. This will allow brands and advertisers to bid on spots in real time for the first time.
The move suggests Apple is about to step up its ad infrastructure with advertisers previously having to buy iAds directly through Apple’s sales department.
In a press release, Gregory R. Raifman, president of Rubicon Project, said: “We’re thrilled to have been chosen by Apple to help bring automation to iAd’s direct order business and to provide access to premium mobile buyers from around the world.
“We look forward to providing buyers with access to iAd’s unprecedented audience targeting capabilities and our full-stack direct order automation solution.”
The Drum understands MediaMath, the Trade Desk and Adelphic are also DSP partners.
IAd was launched in 2010 but failed to make Steve Job's predicted impact on the market, in 2013 only accounting for 2.7 per cent of the US mobile ad market despite Apple’s share of the country’s smartphone market sitting at 40 per cent.