Thursday, 19 March 2015

Another boost today for Programmatic buying. This time from Apple.

The automation of the media marketplace by bringing buyers and sellers together online through RTB or 'programmatic buying' continues at pace and noting our post of only yesterday (follows below).

Today Apple announced it was extending its mobile advertising network to itunes radio via programmatic ad buying. Targeting includes the ability to cross reference customer mobile numbers and emails with market data - surely one that will worry privacy advocates.

Of course customers can 'opt out' but those that do, is tiny in number.

Brands can also get involved in customer match opportunities which if you use itunes, you'll know it well.

It's guessed that itunes radio has nearly 50 million users and it competes with the likes of Spotify. Apple's carplay will also surely give it momentum "in car", a key marketing tool for radio sellers as more and more 'connected cars' hit the market. Indeed, it's now standard on the likes of the new Suzuki Vitara.

More and more media owners are going to be forced to move to RTB. Simply, it WILL be the marketplace in time.