Apple announced it is providing access to its 250,000 a𒊎pps in over 100 countries to demand-side-platforms and ad tech companies for programmatic ad buying.

Participating partners include MediaMath, Tಌhe Trade Desk, Rubicon Project, GET IT Mobile, Accordant Media, Adelphic, and AdRoll.

News of the plans leaked earlier൩ this w🌱eek when Rubicon Project apparently

“With marketing budgets rapidly shifting towards programmatic, and apps representing th🦩e dominant channel of media consumption on mobile devices, iAd brings a powerful combination of global scale, unique and rich data, and a high-quality user experience,” said Ari Buchalter, MediaMath’s Chief Operating Officer.

“AdRoll has a long history of being first to market with new inventory sources and innovative functionality. We’re excited to bring the power, precision and scale of programmatic buying to a high-quality, in-demand inventory source,” said AdRoll President and CMO Adam Berke. “AdRoll is committed to bringing developers and advertisers of all sizes cross-device solutions for a world gone mobile.”

Apple released an updated API for its automated buying platform, iAd Workbench, which powers the new offering. The API enables advertisers to create and update campaignsꦰ, retrieve analytics and manage bids directly through their own syste🐻ms.

Last month, Apple .

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