With Apple’s new Wallet app in iOS 9, a revamped version of the old Passbook app with a name that better reflects Apple Pay integration, Apple will let marketers send out dynamic offers triggered by location or a user’s interests through iAd. Apple noted the feature on its blog for advertisers explaining that “marketers can reach loyal customers with specific messages that reflect the customers’ interests, or convert a new customer by presenting a reason to try something new.”

Offers allow marketers to put customized, dynamic messages directly into the Wallet that’s built into every iPhone – and accessible via Apple Watch.

The Offers feature available through iAd allows marketers to send out location-aware messages that can also be “triggered with updates specific to a store location via iBeacon.” Advertisers can alternatively target users by age, gender, geography, or specify custom demographics using their own data.

The addition of iAds as Offers in iOS 9 and the new Wallet app is significant, allowing marketers to get in front of iOS users through iAd with coupons that can be added directly into the new Wallet app. It’s likely you’ll begin to see these offers appear in the Wallet app when upgrading to iOS 9, but it remains to be seen whether users will view the coupons as convenient or intrusive . Update: While Apple’s blog post is unclear, sources close to the situation say users will still need to manually add an iAd “Offer” to Wallet.

The new Wallet app will arrive with iOS 9 for all users this fall.

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