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Apple News may let publishers sell ads their own way

Apple is working on a money fix for publishers that send their articles and content to its News app but so far have received very little in return, according to people familiar with the plans.

Apple News will let top media partners use their own technology to fill the ad space in their content, becoming more of an extension of the publishers’ own websites than the walled-off island it is now, the people said.

At the moment, Apple maintains tight control over ad delivery in its popular news app, and publishers say they are not generating much revenue there.

Publishers can set up ad campaigns to run in their Apple News articles, with all types of ad formats including standard banner ads and videos. “It just takes a lot of additional effort,” said one top publishing executive, speaking on condition of anonymity.

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.

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