Apple announced it is providing access to its 250,000 apps in over 100 countries to demand-side-platforms and ad tech companies for programmatic ad buying.

Participating partners include MediaMath, The Trade Desk, Rubicon Project, GET IT Mobile, Accordant Media, Adelphic, and AdRoll.

News of the plans leaked earlier this week when Rubicon Project apparently let it slip early.

“With marketing budgets rapidly shifting towards programmatic, and apps representing the dominant channel of media consumption on mobile devices, iAd brings a powerful combination of global scale, unique and rich data, and a high-quality user experience,” said Ari Buchalter, MediaMath’s Chief Operating Officer.

“AdRoll has a long history of being first to market with new inventory sources and innovative functionality. We’re excited to bring the power, precision and scale of programmatic buying to a high-quality, in-demand inventory source,” said AdRoll President and CMO Adam Berke. “AdRoll is committed to bringing developers and advertisers of all sizes cross-device solutions for a world gone mobile.”

Apple released an updated API for its automated buying platform, iAd Workbench, which powers the new offering. The API enables advertisers to create and update campaigns, retrieve analytics and manage bids directly through their own systems.

Last month, Apple expanded iAd into 70 new countries.

Image via Apple