Apple (AAPL) Begins Opening iAd Platform to Automated Advertising

Apple (Nasdaq: AAPL) has begun opening its iAd services to automated advertising.

Bloomberg reported on Friday that automated, or programmatic, advertising is key for the display ad marketplace. The system allows for graphic promotions that can run on smartphones and desktops. The segment is expected to encompass about 65 percent of the industry by 2016, from 24 percent at the end of 2013.

AdRoll, a new Apple ad partner, CEO Adam Berke commented, Launching with a platform and a partner-driven ecosystem is a proven approach, but not one Apple has really embraced previously .. It gives us the opportunity to bring our 15,000 customers to the iAd platform. It does make a lot of sense for Apple, too -- they can immediately switch on a lot of scale.

The Rubicon Project (NYSE: RUBI) announced its partnership with Apple on November 19th. Others include AdRoll, MediaMath Inc., The Trade Desk, GET IT Mobile Inc., Accordant Media LLC and Adelphic Inc., among others.

Shares of Apple are just about flat on the session.

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