iAd Gets Into the Programmatic Space

A little more than six months after opening up their mobile advertising platform to the masses, Apple’s iAd has partnered with several ad tech players in the programmatic media space to encourage more brands to showcase their products on the iPhone & iPad. 

Apple’s announcement came Friday, which was immediately followed by PR releases from initial launch partners– including MediaMath, AdRoll, The Rubicon Project, GET IT Mobile, Accordant Media, Adelphic, and The Trade Desk (the latter of which I use daily for programmatic buys).

The company boasts the programmatic availability of ads across 250,000 apps within 100 countries. An added benefit to agencies & media buyers, of course, is the capability to create & manage campaigns within an ad tech or DSP itself; this comes with the added bonus of consolidated reporting, remarketing, and cross-platform frequency capping, among other features.

iAd was recently updated to allow for Rich Media and pre-roll video formats, giving advertisers additional options outside of standard display.

Apple’s iAd has shown some great results for me with a branding campaign I’ve just run, and the trend of further advertising dollars going towards digital in the coming years, it’s a great time for the company to get entrenched in the programmatic space.

I’m looking forward to begin testing some of iAd’s capabilities through The Trade Desk in Q1, and I hope to be able to share some initial results at this time.

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