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  • Apple to Venture into Programmatic Advertising in an Effort to Turn iAd Network Around

    Apple’s evolving iAds network is reportedly expecting to launch automated, “programmatic” advertising for the first time – a feature which has become quite popular on rival networks. The news was revealed via a press release issued by the automated advertising company, Rubicon Project, which announced that they are partnering with Apple to bring the feature to iAds. This statement ended up being pulled from the web shortly after its release but a cache of it remains.

    Rubicon Project stated that Apple has selected it for its adoption of automated advertising for iAds 250,000+ mobile developers. The company’s direct order automation platform will form an open marketplace for the buying and selling of iAd inventory, a move which will make it easier for advertisers to buy audiences via Rubicon Project’s global exchange. The president of Rubicon Project, Greg Raifman, said the following in the press release regarding the matter:

    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 the unprecedented audience targeting capabilities iAd brings to automated advertising.
    Up until now, iAds have been set up directly through Apple’s sales team but programmatic buying will help enable advertisers to bid on placements through auctions, a process that has proven popular through other online advertising networks. The move seemed natural as Apple has been gradually expanding its iAd service since it first launched back in 2010. The Company has added features, expanded availability and lowered buy-in prices for advertisers in order to help attract more customers. It even went as far as tying in other services on the iPhone as well including the ability to “Add to Passbook” buttons for coupons and soon adding Apple Pay support.

    Overall, iAd has failed to live up to initial expectations since its introduction. Apple continues to make changes in an effort to grow the network.

    Source: BusinessInsider
    This article was originally published in forum thread: Apple to Venture into Programmatic Advertising in an Effort to Turn iAd Network Around started by Akshay Masand View original post