In order to compete with Google and Facebook in the mobile advertising space, Apple is moving into programmatic advertising for the first time, partnering with Rubicon Project to help brands automate the buying of its mobile ad unit iAds.
In order to compete with Google and Facebook in the mobile advertising space, Apple is moving into programmatic advertising for the first time, partnering with Rubicon Project to help brands automate the buying of its mobile ad unit iAds.
According to reports, the partnership means advertising across Apple’s mobile apps will now be accessible to brands via Rubicon’s direct order automation platform, forming a global open marketplace for the buying and selling of iAd inventory.
Gregory R. Raifman, President, Rubicon Project commented:
“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.”
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