Some new reports claim that the tech major Apple is working on a money fix for publishers who submit their articles and content to its News app, but so far get very little in return. Apple News may soon allow publishers to use Google ads to increase revenue.
The company would let publishers make use of the same proven ad technology that it already uses on the web instead of the Apple-controlled system used now. Reports read,
“To fix that and keep media partners happy, Apple plans to allow publishers to use the ad tech they already employ on their sites, such as Google’s DoubleClick for Publishers, to deliver ads into Apple News.”
At present, Apple sustains the tight control over ad delivery in its popular News app. Publishers state they aren’t getting much revenue there. However, now publishers are able to set up ad campaigns to run in their articles on Apple News using all sorts of ad formats, including typical banner ads and videos.
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This would possibly let media partners generate as much revenue from views in Apple News as they do on their own websites. Apart from letting publishers use Google ads for Apple news, micropayments are also one of the other plans the company may have for its News aggregator.
The iPhone maker is adding a content blocker in the latest version of Safari. And CEO Tim Cook has often highlighted that his company makes its money when a customer purchases its products rather than offering inexpensive services and generating revenue by targeting ads like Facebook and Google do.
Bucking the trend, Apple News is reportedly to use Google ads to generate revenue for its publishers. In the previous month, Apple introduced two new modifications to its News platform: reader demographics and extended ad support on iOS 10.3 and later. These tweaks seem to go much further in opening the app up to familiar revenue models for publishers.
On the content front, the Cupertino-based mogul lately hired its first-ever editor-in-chief to head its News platform who promotes content from partners in an active manner. In order to work with Google AMP and Apple News to make compatibility easier for its publishers, Facebook has also slowed down its approach to its own Instant Articles format.