Apple Pay Could Give iAd a Buy Button

iAdAs Apple Pay finally launches in the US, reports suggest that Apple is planning to incorporate the platform into its iAd mobile ad network.

According to Digiday, this will take the form of a buy button embedded in ads which enables users to make purchases directly. The button is reportedly due to roll out by the end of 2014, and should make an interesting proposition for direct response advertisers in particular.

The launch brings Apples offering closer in line with Facebook and Twitter, and appears to be part of a wider push to make iAd more attractive to advertisers, after Apple recently introduced a retargeting feature to reach users based on previous activity in-app.