Why Would Apple’s ‘iDSP’ Succeed When iAd Failed?

The details are still sketchy, but it looks like Apple plans on launching a demand-side platform of its own. AdExchanger asked the experts, and Jenn Chen, Connatix President and CRO, weighed in.

Jenn Chen, President & CRO, Connatix

It’s not all that surprising that Apple is planning to launch a DSP, especially when you look at its privacy-centric mission and the way that the industry is shifting.

Google, Meta and other walled gardens don’t have the same hold on the industry that they did when iAd was launched. With Google’s shifting timeline for third-party cookie deprecation pushing the industry toward cookieless solutions like contextual targeting, and with the focus on consumer data privacy increasing the value of first-party audience data – which Apple has a ton of – there is a very high likelihood that buyers will shift more budgets toward Apple’s DSP and away from Google and other third-party dependent platforms.

Plus, by creating its own DSP, Apple continues to push its privacy-centric mission, keeping Apple’s user data in a vault and preventing leakage while also controlling the advertising experience and protecting the user journey by prioritizing high-quality advertising.