AppleInsider Staff
Apple and a series of partners officially announced on Friday that the iAd network is now accepting "programmatic" mobile advertisement purchases, in a change that brings Apple in-line with other ad 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.
Joining Rubicon Project will be other ad tech companies like AdRoll, MediaMath, and The Trade Desk. Those platforms are also integrated with Apple's iAd Workbench tools to allow targeted, cross-device advertising campaigns directed at iPhone and iPad users.
With the change, iAd inventory will be bought and sold in an open marketplace, making it easier for advertisers to buy audiences. Programmatic buying enables advertisers to bid on placements through auctions, in a process that has proven popular through other advertising networks.
In its announcement, AdRoll said that customers will be able to run their campaigns through "Apple's proprietary, privacy minded consumer data sets gleaned through iTunes." Advertisers will be able to create and update their campaigns, retrieve analytics, and manage bids across iAd directly through participating third-party platforms.
"AdRoll has a long history of being first to market with new inventory sources and innovative functionality. We're excited to bring the power, precision and scale of programmatic buying to a high-quality, in-demand inventory source," said AdRoll President and CMO Adam Berke. "AdRoll is committed to bringing developers and advertisers of all sizes cross-device solutions for a world gone mobile."
MediaMath said its clients will now benefit from streamlined campaign setup & management, a wide range of reporting including metrics from tap-through rates to video completes, simplified billing, and early access to new features and functionality. One of its first iAd clients is L.L. Bean.
"With marketing budgets rapidly shifting towards programmatic, and the continued rapid growth of mobile, iAd brings a powerful combination of global scale, unique & rich data, and a high-quality user experience, allowing our clients to engage with their target consumers across an unprecedented range of apps and devices," said Ari Buchalter, COO of MediaMath.
Sponsored Content
Wesley Hilliard
Andrew Orr
Amber Neely
William Gallagher
41 Comments
I hope Apple can finally get some momentum with iAds. This is a great growth business that has gone almost nowhere
[I]"In order to allow AdRoll and our Advertisers to reach the best inventory online, we work with third party advertising companies (our “Advertising Partners”) to help us recognize you and serve relevant advertisements to you when you visit a website or online service in their network. We also work with Advertising Partners who help us recognize you across different devices in order to show you relevant advertisements. Our Advertising Partners may collect information about your activities on our website, our Advertisers’ websites, and other websites or online services in their networks. We also work with third party companies to assist us with website analytics such as evaluating the use and operation of our website so that we can continue to enhance the website and our services." "We may share your information with: ...We may share your information with service providers who assist us with serving relevant ads to you. We require by contract that our service providers only use your information in connection with the services they perform for us and not for their own benefit." " We share data derived from or relating to cookies, tracking pixels and other similar technologies with third parties that use AdRoll’s services so such businesses can target you with ads which they think you might be interested in based on your browsing behavior..." "AdRoll may target ads based on data provided by Advertisers or partners alone or in combination with the data we collect ourselves. Any data used to serve targeted advertisements is [B]de-identified and is not used to personally or directly identify you[/B]."[/I] [SIZE=4]Hmmm. De-identified. What's that mean? Is it like anonymised? Nope. [/SIZE] [I]"Data De-Identification [B]After 14 months from the date of collection, we de-identify the data that we collect by removing unique identifiers and truncating IP addresses.[/B][/I] Huh.
Crap...
Will Ghostery or AdBlock, e.g., still work?
I'm confused. Where did Apple officially announce anything? And how is iAds different than Google advertising? Does iAd not track you?
I'm confused. Where did Apple officially announce anything? And how is iAds different than Google advertising? Does iAd not track you?
If they are "selling audiences" then they must be profiling you. It says they are doing it through iTunes. There is a checkbox in iTunes Preferences to "limit ad tracking" but I don't know how far it goes.