Is Apple planning an ad-tech advance?

Apple is recruiting a senior manager for a demand-side platform for its ad business, prompting speculation the company is building its own DSP (although no formal announcement has been made). A DSP would enable programmatic advertising, which would help Apple join the ranks of Big Tech advertising giants Google, Meta, and Amazon.

However, Apple previously shrugged off suggestions it would seriously pursue ad-tech, and its release of app-tracking transparency tools has established roadblocks for companies looking to expand their own digital advertising.