Dive Brief: 

• The team at Apple is working to build a real-time bidding exchange to help automate the selling of in-app advertisements. 
• The real-time initiative for iAds has been kept on the down-low likely because Apple is evaluating how to transition from its previous aggressive sales tactics and $1-million price tag. 
• The RTB platform will make in-app ads more accessible and more affordable, thus opening iAds to a wider pool of advertisers. 

Dive Insight: 

As the article also details, iRadio has been the biggest focus for Apple as of yet. The RTB platform could certainly shift focus for the company to in-app ads and other platforms like Apple TV if the platform isn't limited to mobile. If more advertisers had affordable options to advertise with Apple, it could really become an attractive ad option.