Apple and its partners officially announced on Friday that the iAd network will now accept “programmatic” mobile ad purchases. The change brings Apple in line with other mobile advertisement services.
Apple’s plan to offer automated iAds leaked earlier this week when one of its partners, Rubicon Project, accidentally published a press release early. But those plans, and additional partners, became official on Friday when the new automated system debuted.
Apple’s partners in the new project include ad tech companies such as AdRoll, MediaMath, and The Trade Desk. Their platforms will integrate with Apple’s iAds Workbench to allow targeted advertising campaigns directed at iOS device users.
iAd inventory will be bought and sold in an open marketplace, making it simpler for advertisers to buy an audience. Placements will be bid on via auctions, a process well known to users of other ad networks.
