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Apple reportedly taps Rubicon Project to boost automation of its iAd mobile ad platform

Apple reportedly taps Rubicon Project to boost automation of its iAd mobile ad platform

November 20, 2014

Apple has reportedly partnered with a number of advertising technology companies to boost the automation of its iAd mobile advertising platform. And one of those companies is Rubicon Project.

Apple is yet to officially confirm the deal. But Rubicon Project has announced in a press release that it has been tapped by the tech giant to “help power iAd’s adoption of automated advertising for Apple iAd’s 250,000+ mobile developers.”

“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,” said Gregory R. Raifman, President of Rubicon Project. “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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Essentially, the partnership allows for the automated and audience-targeted buying and selling of iAd inventory between Apple and advertisers using Rubicon Project’s direct-order platform, similar to the setup of Google’s online advertising services.

Apple has apparently been exhibiting renewed interest in iAd of late, having updated the mobile advertising platform with support for new ad formats and an unprecedented expansion that has made it available in 95 countries around the world.

See also: Apple’s ill-fated partnership with sapphire maker GT chronicled by WSJ, Beats Music will likely be bundled into iOS starting sometime next year, and Apple is now labeling “Free” apps in the App Store with a new “Get” button.

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