• Apple Extends its iAd Network to iTunes Radio, Debuts Customer Match Feature

    Towards the end of last week, Apple officially started to accept programmatic iAd buys for iTunes Radio, rolling out a new user targeting feature called Customer Match. AdAge reports that advertisers can now purchase iTunes Radio ads through an automated process in Apple’s enhanced iAd Workbench tool whereas brands previously had to go through iAd’s sales team.

    The Cupertino California company’s newly implemented system is an extension of recent additions to iAd which is the company’s in-house mobile advertising platform which started programmatic ad sales back in November.

    Alongside the introduction of the programmatic purchasing, Apple also introduced Customer Match, which is an ad-targeting tool that matches IDFA (Identifier for Advertisers) data to better segment device users. Marketers are given the ability to use the system to cross-reference their own anonymized IDFA data with Apple’s directly from iAd Workbench.

    One thing Apple is continuing to prioritize with Customer Match is a priority. According to the publication, neither advertiser nor Apple has access to specific customer pairings. Apple device owners can opt out of ad tracking services altogether in an iPhone or iPad’s Settings menu. This theme is consistent with many statements that Apple CEO Tim Cook has been vocal about in the past, advocating consumer data privacy and repeatedly stating Apple is not in the business of selling customer information.

    The recent report comes on the heels of rumors that Apple would soon give access to customer information for promotion targeting to third-party ad agencies. Apple’s iAd move seems to be timed perfectly with a spike in streaming music revenues. According to the Recording Industry Association of America, streaming services such as Pandora, Spotify and Apple’s Beats Music ended up bringing in $1.87 billion in the US during 2014, which is a 29% bump year-over-year. The industry is highly competitive and Apple has just recently started an earnest push for marketshare. Beats Music is central to these ambitions and Apple is reportedly working towards branding the service as part of its iTunes umbrella. We’ll have to wait and see Apple ends up doing this though.

    Source: AdAge
    This article was originally published in forum thread: Apple Extends its iAd Network to iTunes Radio, Debuts Customer Match Feature started by Akshay Masand View original post
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