Apple News on iPhone
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Apple has begun selling ads on Apple News itself, the report claims, while the company itself is engaged in the sale of advertising inventory for the service.
Advertising in Apple services is nothing new, as it has been doing this for Apple News and the App Store for a long time. However, the company appears to have recently changed tactics when it comes to Apple News ad slots.
While it previously used third-party ad vendors to sell Apple News ads, Axios’s sources say Apple is instead handling the task in-house.
The change in approach to internal ad sales will give Apple more revenue potential, which has apparently been limited by using outside vendors. It could also help boost revenue for publishers of content viewed on the free version of Apple News.
The switch also includes offering new ad units in Apple News that give advertisers more options. The plan is to include banner and video ads in 17 different formats, including carousel ads.
This goes beyond standard advertising, as premium sponsorships of event coverage like the Met Gala could be sold to advertisers as early as 2025. Advertisers can also sponsor specific topic feeds within Apple News.
The change won’t completely freeze third-party sellers. Services like Taboola will still be able to sell ads for the spots Apple couldn't fill with its own ad team.
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