Apple isn’t done with iAd's programmatic overhaul.
Apple on Friday announced a partnership with AdRoll, a major retargeting platform, to give AdRoll clients access to iAd inventory. AdRoll will be integrated into Apple’s iAd Workbench API 2.0 and claims to be “one of the first” to do so.
The partnership comes just days after Apple announced another programmatic-themed partnership with ad exchange Rubicon Project.
Similar to the partnership Apple struck with Rubicon, AdRoll clients will be able to use Apple’s first-party customer data sets from iTunes and the App Store to target consumers across iOS devices and within apps. Apple claims there are over 400 targeting options available on its iAd platform, which it says is used by over 250,000 mobile developers.
“Mobile growth is the top priority for our business, so Delivery Hero is excited to be an early adopter of the AdRoll and iAd integration,” stated Delivery Hero chief marketing officer Tracy Richardson.
Mobile has also become a top priority for AdRoll’s business. The partnership with Apple is significant for AdRoll because the retargeting firm can now boast that it is plugged into four of the biggest players in the mobile industry: Google, Facebook, Twitter and now Apple.
After AdRoll raised a $70 million Series C round of funding this spring, Suresh Khanna, the company’s SVP of sales and operations, told Real-Time Daily that AdRoll planned to double down on mobile. AdRoll subsequently launched a self-serve dashboard for marketers to retarget on Twitter and introduced mobile ad retargeting on Facebook. The company has, relatively quickly, turned its platform into a major mobile player.
“AdRoll and Apple share a commitment to bringing developers and advertisers of all sizes cross-device solutions for a world gone mobile,” stated Adam Berke, president and chief marketing officer of AdRoll.
Apple has partnered with companies in addition to AdRoll and Rubicon Project, including MediaMath, The Trade Desk, GET IT Mobile, Accordant Media and Adelphic.
The article initially stated that AdRoll and Rubicon Project were the only known programmatic partners of iAd, but Apple has since revealed all partners.