Apple strengthens stake in mobile ads via iTunes Radio
expansion
Apple is making a stronger stake in mobile advertising by
expanding its programmatic network to iTunes Radio and enabling marketers to
target Apple consumers with email and phone identifiers, proving that the
technology company can compete with Spotify and other streaming services.
Apple is expanding in the sector of programmatic ad buying
by rolling out updated targeting functions, such as the use of email addresses
and phone numbers to cross-reference with anonymity against advertisers’ data.
Although the amount of mobile streaming services currently available with
advertising capabilities is high, Apple is likely attempting to edge out a
slice of the industry next to other bigwigs such as Facebook, Google and
Spotify.
“As buying technology for marketers, we are really pleased
to see premium channels for mobile advertising expand,” said Jeff Green, CEO of
The Trade Desk, Newbury Park, CA. “Smartphones have created an environment
where you can browse the Web, stream music, and chat with friends from the same
device.
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“It's an ecosystem ripe to reach consumers with relevant ads
in an appropriate way. Apple is clearly doubling down on iAd,” he said.
“We were proud to launch them programmatically in 2014 and
are excited to see how this expanded offering can benefit advertisers in the
near and long term.”
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