Dive Brief:

• The latest iteration of Apple's mobile ad network iAD will be programmatic. 
• Apple has partnered with ad tech firms—like MediaMath, The Trade Desk, Rubicon Project, GET IT Mobile, Accordant Media, Adelphic, and AdRoll— to launch the updated API for the iAD Workbench. 
• Now advertisers and marketers will be able to make automated buys across the inventory of over 250,000 iOS mobile apps. 

Dive Insight: 

Apple may have made some missteps with its original intent for iAd, but since it has opened it up to all advertisers the company seems to be moving in the right direction. Programmatic is proven to be a step in the right direction to bring in advertisers—if Apple's massive inventory and user base wasn't already enough.