iAd is now providing access to ad inventory across more than 250,000 apps in over 100 countries to leading demand-side platforms (DSPs) and ad tech companies, including MediaMath,The Trade DeskRubicon ProjectGET IT MobileAccordant Media, Adelphic, and AdRoll. (For individual announcements, click on a partner name.)

“With marketing budgets rapidly shifting towards programmatic, and apps representing the 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.

iAd’s move into programmatic channels is powered by the release of an updated API for its automated buying platform, iAd Workbench. The new API allows advertisers to create and update campaigns, retrieve analytics and manage bids directly through their own systems. For more information see the iAd Workbench API Guide.