“Apple Inc. is opening its advertising services to partners to help sell promotions more efficiently, aiming to fuel revenue growth at the struggling unit,” Brian Womack and Tim Higgins report for Bloomberg.
“Apple, which first rolled out iAd in 2010, will enable automated ads, making it easier to manage and track ad performance, according to Adam Berke, president of AdRoll, a Web-advertising firm that’s a new Apple ad partner,” Womack and Higgins report. “‘Launching with a platform and a partner-driven ecosystem is a proven approach, but not one Apple has really embraced previously,’ Berke said in an interview. ‘It gives us the opportunity to bring our 15,000 customers to the iAd platform. It does make a lot of sense for Apple, too — they can immediately switch on a lot of scale.'”
“iAd distributes promotions on iTunes Radio and programs sold in Apple’s App Store,” Womack and Higgins report. “AdRoll is one of seven companies chosen by Apple to deliver automated promotions to iAd’s more than 250,000 mobile developers. The Rubicon Project Inc. announced its partnership Nov. 19. The others include MediaMath Inc., The Trade Desk, GET IT Mobile Inc., Accordant Media LLC and Adelphic Inc., according to Apple.”
Read more in the full article here.
Apple plans to turn around iAd by venturing into programmatic for the first time – November 19, 2014