Dive Brief: 

• FitAd, a 4-month old wearables ad network, has launched its first programmatic campaign for smartwatches. 
• The ad network is running a programmatic campaign for Amtrak's Acela Express that will target golfers on the Eastern Seaboard. 
• Amtrak is the first brand to test FitAd's network and will be running banners on Golfshot mobile app. 

Dive Insight: 

It was only a matter of time before wearables began carrying the same type of programmatic ads that run on desktop, tablets, and smartwatches. Wearables likely present unforeseen challenges, making the first brands to venture into that territory the trailblazers. Other brands interested in wearable ads should look to what FitAd does (and doesn't do) correctly.