Apple has started selling its own advertising inventory for Apple News, two sources familiar with the effort told Axios. It's pitching new ad units that it hopes will maximize revenue for itself and its publishing partners. This indicates a shift from relying on third-party partners to handling in-house ad sales.
Beginning next year, Apple will sell premium sponsorships of editorially curated content for relevant events, such as the Met Gala, the U.S. Open, and more. The strategy highlights a move towards leveraging significant events to capture advertiser interest and provide unique sponsorship opportunities.
Fischer notes that publishers are set to earn 70% of the revenue from Apple-sold ads. This represents a profitable incentive for developers, encouraging them to engage with Apple's ad platform, especially as compared to previous partnerships.
Apple News recently gained some acclaim for its US election night experience, and it sounds like Apple may lean harder into special events-based coverage in the future, creating not only compelling user experiences but also unique sponsorship opportunities.
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