Apple Is Building an RTB Platform to Sell In-App Ads

iTunes Radio is top priority

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Apple leadership has given the iAds team a new mission: always be selling iTunes Radio. And while the sales team is busy pushing Apple radio inventory, the company will build a real-time bidding exchange to automate selling in-app ads, multiple sources said.

Indeed, there is a new focus within the company’s advertising unit, and the mantra came direct from Eddy Cue, Apple’s head of software. In a staff meeting before the holidays, Cue indicated that iTunes Radio is the top priority, and app ads are not.

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