Apple's RTB Efforts May Spell Trouble for Ad Industry
As first reported late in 2013, Apple is said to be building a real-time bidding (RTB) platform in order to sell ads through iAds. As of this writing, no specifics are known. But with Apple's intentions clear, the consequences could soon be felt.
Apple, as we know, hosts a variety of products and services within its ecosystem. With all of these devices and services largely accessible with one unified login, Apple could conceivably forgo cookie-tracking methods since consumer information is easily made available by merely being logged into any one of these devices or services.
According to a recent RTBlog report, Apple's tight ecosystem could be creating “walled gardens.” Neustar’s vice president of media and advertising, Dave Helmreich, is concerned about this possibility and the headaches it may create for brands and agencies.
“They’ll have to create separate campaigns with separate tools and separate capabilities,” Helmreich warns. “Without measurement, we could be brought back to the dark ages of digital advertising, when you had to buy direct from publishers and there were absolutely no accurate ways to measure success.”