In its new form, iAd will let publishers sell through it directly and they’ll get to keep 100% of the revenue they make. That also likely means bad news for companies like Rubicon Project and MediaMath, which have been in charge of the programmatic, or automated, ad sales for iAd. Since the new iAd platform will be entirely automated, publishers will likely process it all through the new platform, according to the report.
Source: Report: Apple Is Shifting iAd to a Fully-Automated Platform – Fortune