Apple Inc. (NASDAQ:AAPL) plans to work in partnership with The Rubicon Project Inc (NYSE:RUBI) as an endeavor to transform its advertising unit, the iAd.
New Joint Venture
The iPhone maker is planning to collaborate with Rubicon, which is an automated advertising company. The move is an endeavor to transform the company’s advertising division iAd, which was launched by Steve Jobs in 2010. The unit is still only a tiny part of the company’s business. However, the latest announcement suggests that Apple Inc. (NASDAQ:AAPL) is now geared to compete against major competitors including Google Inc (NASDAQ:GOOG) and Facebook Inc (NASDAQ:FB). Apple’s efforts hint that the company is seeking to create its own space in the mobile advertising world.
As a businessinsider article points, the news was made public by Rubicon in one of its recent press releases. The company has however deleted the news from its website. The press release said that the collaboration will create an international open marketplace for the purchase and sell of the iAd inventory. This will allow brands to access Apple Inc. (NASDAQ:AAPL)’s apps via Rubicon’s platform, which until was not possible. Advertisers, who sought to connect with the vast population of iTunes users, had to approach the iAd team directly to buy ads.
The move will allow advertisers to speed up the buying -procedure because it will now be programmatic or, in simple terms, automated. It will provide advertisers the access to book ads online and also create a potential of calling in bids on advertising within Apple Inc. (NASDAQ:AAPL)’s apps.
The whole partnership venture suggests that the tech giant is loosening up when it comes to sharing data with other providers.
Until now, advertisers have been refraining from approaching Apple Inc. (NASDAQ:AAPL) for ad space because they were dissatisfied with the limited data that the company was willing to share user-base data with them.