As Apple’s iAd strategy takes shape, it’s possible that it could take business away from FAN, especially as user acquisition prices continue to rise on Facebook.
"This is a big deal for the mobile advertising industry. It's a step in the right direction and it validates the mobile programmatic space,” Tapsense CEO Ash Kumar told AdExchanger. “Google is programmatic, Facebook is programmatic, Twitter had MoPub and now there's Apple, which will have the best set of publishers out there. This makes a lot of sense for Apple."
If Apple can make a go of it, iAd could become a compelling programmatic sales route for developers, brands and agencies alike – perhaps even for those blue chip brands and agencies it was going after when iAd first launched in 2010.
“Traditionally, iAd has been more of a closed platform for advertisers,” said Adam Foroughi, CEO of AppLovin. “By enabling programmatic, the scale is there to make it a highly relevant marketing channel.”
And as demand rolls in, Apple has a chance to shine – especially on the targeting front.
"Apple has an amazing opportunity to overcome the challenge that emerges when you develop the largest app marketplace in the world: There is tremendous demand for highly relevant, tailored ads," said Jeff Green, CEO of The Trade Desk. "The only way to solve the user experience dilemma that faces mobile advertising is through programmatic. It’s too personal of an experience for it not to be. Your phone is too personal for the ads you encounter there not to be highly relevant in order to be effective."