Both sides made substantial changes - Blackpool brought in six players after their 5-1 loss at Peterborough while Wigan changed four of their side following a 2-1 home loss to struggling Shrewsbury Town last time out.
Wigan's Michael Olakigbe had a 15th-minute shot saved before Rankine gave the visitors the lead five minutes later - Thelo Aasgaard's cross from the byline found the former Chelsea youngster whose assured right-footed finish went under Richard O'Donnell.
The Latics could have been 2-0 up soon after when Smith fed the dangerous Olakigbe, but his effort was straight at O'Donnell before the home fans almost had something to cheer in the final 10 minutes of the half - first Elliot Embleton's swerving long-range strike whistled over the bar before Sam Tickle denied Kyle Joseph after an error by Aimson.
As Blackpool began to feel they were getting back in the game their hopes were snatched away when Smith dispossessed Lee Evans 30 yards out, drove to the edge of the box and fired a low right-footed effort into the bottom corner.
However, just when Wigan thought they would go into the break two goals up Blackpool stuck back - Evans made amends for his earlier error as his dangerous cross from the right was deflected home by Wigan defender Kerr.
Olakigbe should have made it 3-1 early in the second half when his close-range effort was saved by O'Donnell's legs while teammate Aasgaard had a goalbound strike blocked by Matthew Pennington.
Blackpool brought on experienced striker Jordan Rhodes as part of a host of attacking changes as Bruce's assistant Steve Agnew searched for an equaliser in the final quarter.
The former Scotland player came close to levelling five minutes from the end when a diving header was deflected wide after Wigan's Dale Taylor had headed a good chance over.
But the hosts continued to pile on the pressure as the game drew to a close and Taylor and Rhodes again went close before Aimson's own goal.
Blackpool felt they could have won it after appealing for a penalty a minute after levelling when Rhodes appeared to be wiped out by Wigan keeper Sam Tickle, but play was allowed to go on.