Apple News Now Allows All Publishers to Serve Ads via Google DoubleClick

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Apr 12, 2001
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Apple News now lets all publishers use Google's industry standard ad-serving tool DoubleClick, after limited testing last year.


Apple told Digiday that DoubleClick can now be used to serve traditional banner ads on Apple News, including animated GIF ads, but it can't yet be used to serve HTML5-based ads or pre-roll video ads in the app.

The rollout should make it easier for publishers to sell and fill ad space next to their articles on Apple News. Apple lets publishers keep 100 percent of the revenue from the Apple News ads they sell directly.

"We're thrilled with the results we've seen from the Apple News DFP beta," said Beth Lawrence, executive vice president of digital sales for Discovery. "We've seen strong fill rates across our Apple News channels for Food Network, HGTV and Travel Channel, with a peak fill rate over 90 percent."

DoubleClick-served ads in Apple News have limited targeting options, in line with Apple's commitment to user privacy:
The ad-targeting options break down into two categories: context-based targeting and audience-based targeting. Contextual ads can be aimed based on the article's publisher, its content category within Apple News and the tags a publisher appends to the individual article as well as according to whether it appears on an iPhone or iPad. Audience-wise, the ads can be targeted by a person's location (though only at the designated market area level), their gender and their age group.
Apple previously used its now-defunct iAd platform to fill unsold ad space in Apple News, but it later outsourced the job to NBCUniversal.

Article Link: Apple News Now Allows All Publishers to Serve Ads via Google DoubleClick
 

HiRez

macrumors 603
Jan 6, 2004
5,825
1,735
Western US
So how is this different than a web browser? I use Apple News because it’s (or was) a relatively clean and ad-free experience for reading articles, it appears it has little to offer anymore if that changes. I don’t mind a few tasteful, static images for ads, but If it’s going to have flashing banners and popover windows then forget it, I’m done. It’s actually even worse than a browser because ad blockers won’t work at all.
 

ThisIsNotMe

Suspended
Aug 11, 2008
1,849
1,052
...the entire point of the News App was to get away for horrible Double Click ads.
Then again it was also to get away from editorialized news feeds and Apple seems to have crushed having the ability to have an independent news feed (uncurated) so why am I not surprised.....
 

MrGuder

macrumors 68030
Nov 30, 2012
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The thread title should be changed to Apple caves into adding numerous double click ads in News App
 
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Solomani

macrumors 68040
Sep 25, 2012
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Alberto, Canado
I understand that a free News Service needs to be funded somehow (either through subscription or advertising), but Apple's promise to be pro-active against intrusive advertising (like in Safari) means they should allow us some "opt out" feature to silence some of these ads.
 

pete2106

Suspended
Dec 7, 2012
329
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I was never even that bothered about the ads. The problem for me was the articles that you tap on and it gives you one line of the article, forcing you to the website.
 

jacksmith21006

macrumors member
Aug 5, 2016
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Google is so smart to put themselves in win-win situations. So people use the excellent Google News and they get paid or if people chose Apple news they also get paid. They do a lot of this. Look at how they now have 50% of the top app used on all smart phones but also now have #11 and #12. Get paid either way.
 

Average Pro

macrumors 6502
Jul 16, 2013
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Cali
Oh, how I hate seeing ads. I am more than happy to pay Apple a fee so I don't receive any ads in the iPhone News App.