It’s hard to say if this is based in any kind of reality, but that’s why it’s a rumor. Business Insider is reporting on a “rumor” that Apple is planning to launch an ad exchange similar to that of Facebook’s.

“That’s the rumor,” writes Business Insider’s Jim Edwards. “We heard it from an executive who is one of the biggest players in online advertising.”

“We can’t confirm it,” he adds. “And, of course, the ad business is awash with rumors. (And, to give the full context, a couple of other sources we talked to said they’d heard nothing of the kind.)”

So yep, it’s a rumor.

While also not confirmed, but somehow a little more convincing, Twitter is also reportedly getting ready to launch an ad exchange to rival Facebook Exchange. Ahead of an expected IPO, this makes a great deal of sense, especially considering that Twitter has been ramping up its ad offerings in other ways in recent weeks.

Tim Cook spoke at All Things D’s D11 conference this week, where he downplayed the company’s own advertising efforts.