The update to Apple's mobile-advertising platform would allow marketers to "retarget" ads based on a user's behavior within different apps.
The London-based streaming-music service isn't happy about being booted from iAd but says that it's "flattering" to be seen as such a threat to Apple's iTunes Radio.
Apple's attempt to control the mobile advertising market for its iOS platform by implementing iAd has largely been a disappointment, prompting an increase in developer revenue.
iPhone maker is reportedly allowing brands to spend just $100,000 to initiate a campaign, down from the $1 million they were required to put up back in 2010.
Looking to fill a void at the top of its mobile advertising program, Apple has hired former Adobe and Yahoo veteran Todd Teresi.
Mobile advertising platform is struggling to win advertisers, leading Apple to make concessions to drum up business, according to a Wall Street Journal report.
Much the way Apple took the reins of advertising on iOS with iAd, Google has a plan to replace third-party advertiser-tracking cookies with a proprietary identifier called AdID.
Apple's mobile-advertising platform is now being offered to ad buyers in bigger blocks that can then be doled out in smaller allotments.
Microsoft has declared WebGL unfit for 3D Web graphics duty, but Apple will support it for its ad service on iOS 5.
Apple is softening its approach to its in-app iAds programme, which could spell more ads for us buyers of apps. So is that a good thing?