Apple is readying itself to open its app advertising inventory to programmatic buyers, according to a hastily-deleted press release published by ad tech company Rubicon Project.

The release announced the company was partnering with Apple to make the vast array of Apples app ecosystem accessible to brands through Rubicons direct order automation platform.

The move is likely to radically transform Apples relatively small ad business, which has struggled to compete with Google and Facebook in the mobile advertising space since its launch four years ago.

Advertisers hoping to reach Apples 600m iTunes users via iAd currently have to purchase ads directly and upfront through iAds sales team. Programmatic or automated buying will dramatically simplify the process, enabling advertisers to book ads via an online platform.

“Were thrilled to have been chosen by Apple to help bring automation to iAds direct order business and to provide access to premium mobile buyers from around the world,” said Greg Raifman, president of Rubicon Project in the deleted release. “We look forward to providing buyers with access to the unprecedented audience targeting capabilities iAd brings to automated advertising.”

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