Sunday, September 25, 2022

Apple building a demand-side advertising platform hints recent job postings

Apple Search Ads

Apple is building a demand-side advertising platform according to recent job postings, reports DigiDay. A demand-side platform (DSP) is a type of software that allows an advertiser to buy advertising with the help of automation.

Because they allow mobile advertisers to buy high quality traffic at scale with minimal friction, DSPs are a powerful marketing automation tool, according to an explanation at the Adjust website.

Apple is looking for a senior manager for a DSP in its ads platforms business. Whoever gets the job will be asked to “drive the design of the most privacy-forward, sophisticated demand side platform possible,” per the post. 

What’s more, the ideal candidate would have experience building a mobile-centric DSP and know-how when it comes to optimizing “mobile campaigns using measurement and attribution.” Only those with experience need apply to the job ad requesting “8+ years experience” of technical experience plus product management along with a proven track record of launching “advertising related products for audiences in the hundreds of millions.”

As DigiDay notes, remains unclear if the intended DSP is geared toward serving ads solely on Apple’s owned and operated properties, such as the App Store itself or on the millions of iOS apps, or even on third-party properties such as the mobile web.

On Aug. 1, it was reported that Apple is apparently planning to add two new advertising slots to its App Store. Developers will soon be able to place ads outside of the Search tab and Search results. The new advertising spot arriving to the ‘Today’ page of the App Store is located within the second slot of the Today page.

Here’s Apple’s statement to developers: “Apple Search Ads provides opportunities for developers of all sizes to grow their business. Like our other advertising offerings, these new ad placements are built upon the same foundation—they will only contain content from apps’ approved App Store product pages, and will adhere to the same rigorous privacy standards.”

Search Ads is an App Store ad program designed to simplify the advertising process to eliminate keywords and bids. The company’s intelligent automation creates the ad and matches it to interested users.

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.