Dive Brief:

• TapSense announced Monday the launch of the first programmatic ad platform for Apple Watch. 
• Mobile ad exchange boasts that the platform will have full Apple Pay integration, new ad formats, and what it dubs "hyper-targeting." 
• The move is a bold one that hinges on Apple Watch's adoption—something that seems uncertain as only 16% respondents of a CES-related survey showed interest in purchasing wearable tech in general. 

Dive Insight: 

While TapSense is taking a big risk on an industry that hasn't proven itself as a viable tech yet— though the first firm to move before the market takes off will be victorious. Only time will tell if wearables —Apple Watch in particular—take off enough to support a lucrative ad platform. Wearables seem like a wild concept to consumers now, but once out into the market, minds could be likely to change. If wearables do take off this year, marketers will need to be ready with ad options.