The release announced the company was partnering with Apple to make the vast array of Apple’s app ecosystem accessible to brands through Rubicon’s direct order automation platform.
The move is likely to radically transform Apple’s relatively small ad business, which has struggled to compete with Google and Facebook in the mobile advertising space since its launch four years ago.
Advertisers hoping to reach Apple’s 600m iTunes users via iAd currently have to purchase ads directly and upfront through iAd’s sales team. Programmatic or automated buying will dramatically simplify the process, enabling advertisers to book ads via an online platform.
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