Selling programmatically should bolster business for iAd as companies like Facebook reap the benefits of app install ads, mobile advertising’s current darling. iAd’s self-serve interface already features those ad options prominently.
For Rubicon, the deal gives it a crucial foothold in its expansion beyond display. "Rubicon and other web-born ad platforms are struggling to get strong hooks into mobile, so the ability to buy on iAd provides an instant boost in reach,” HyprMX's Laughlin told AdExchanger.
"It shines a spotlight on Rubicon's mobile capabilities, and shows they can progress from display to mobile to other ad units"said Sameet Sinha, a senior equity analyst for B. Riley & Co. "Until now, those capabilities were relatively unknown."
Apple's developers should also benefit since the partnership will give them access to an easy monetization solution.
"iAd is an important partner for application developers and by opening up the advertising inventory to third-party programmatic buyers, the advertisers, app developers and even consumers will all benefit," said AppLovin CEO Adam Foroughi.
Allison Schiff and Zach Rodgers contributed to reporting.