Ad retargeting platform AdRoll has partnered with Apple, which includes an integration with Apple’s iAd Workbench API 2.0, Apple’s platform that allows advertisers to buy programmatically and handle campaigns.

The partnership introduces the ability to buy programmatically on Apple iAd inventory and enables AdRoll customers to serve relevant, personalised ad campaigns across iOS devices within in-app inventory. AdRoll brings machine-learning technology to the iAd platform and marks iAd’s further expansion into programmatic advertising channels.

AdRoll customerswill be able to run high-performance campaigns using Apple’s proprietary customer data sets from iTunes and the App Store. Via this integration, advertisers will be able to create and update campaigns, retrieve analytics and manage bids across the iAd network directly through AdRoll’s platform. The partnership with Apple will serve to bolster AdRoll’s existing cross-device retargeting, mobile web retargeting, and mobile app user acquisition and re-engagement capabilities, extending AdRoll’s holistic approach to mobile advertising.

“AdRoll has a long history of being first to market with new inventory sources and innovative functionality. Our partnership with Apple signals a significant milestone in bringing the power, precision and scale of programmatic buying to a high-quality, in-demand inventory source,” said AdRoll president and CMO Adam Berke. “AdRoll and Apple share a commitment to bringing developers and advertisers of all sizes cross-device solutions for a world gone mobile.”

This announcement comes just a few weeks after Apple released Apple Pay, which has already accelerated mobile commerce growth both in-app and offline by providing frictionless checkout and payment experiences.

“Mobile growth is the top priority for our business, so Delivery Hero is excited to be an early adopter of the AdRoll and iAd integration,” said Delivery Hero CMO Tracy Richardson. “Combining AdRoll’s programmatic platform and Apple’s premium inventory enables us to drive mobile growth efficiently.”