A new ad format is being introduced by Apple for sponsored posts that will appear in users’ news feeds alongside articles in the Apple News app. The company is planning to offer ads that look like typical articles inside its News app. In March, the company revealed the new ad format in a developer specification document for Apple’s in-house mobile-advertising platform.
As part of the latest version of iOS, Apple News will be updated and expected to be released next week. Eddy Cue, the Apple executive in charge of online services, said in an interview that 40 million people had used the Apple News App in January.
In the given ads to the Apple News app, advertisers can also choose to omit their name, and readers will simply see sponsored – someone’s paying for this placement, but the identity is kept a secret. The new ad format was discovered in new developer documents recently updated. The ads will be set in the same font as other articles in the News app, except for a small “sponsored” tag. According to the document, the ads are intended to blend in with their surroundings.
Although it appears that this advertising option will appeal to a wider group than companies just looking to increase apps sales, Apple is looking to other ad possibilities after announcing plans to shutter its iAd network for apps. Besides that rumored subscription option for Apple News, it is also a different way of making money from Apple News.
Along with giving publishers a new way to sell and promote sponsored posts, the new ad format would clearly label branded content in the app.