I haven't seen any other effort completed in this area so I feel this is news. It was Mobile Marketing Magazine online that alerted me to this.
http://mobilemarketingmagazine.com/tapsense-unwraps-first-ad-platform-for-apple-watch/
Here is the company website:
http://tapsense.com/blog/2015/01/04/tapsense-launches-industrys-first-programmatic-ad-platform-apple-watch/
Let the games begin!
Happy Reading,
J.W. Gant
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