Apple introduces native advertising for publications in Apple News

Almost all services for content delivery to users sooner or later begin to monetize. Despite the ideology of quality content without advertising in their products, Apple is going to integrate sponsorship posts into the Apple News app. As part of this, the company showed a document with the requirements and demonstration of such posts in one of the internal documents.

Sponsorship posts will be displayed in the format of native advertising directly in the news feed of users and will be able to transfer users to publication in Apple News. This type of advertising will be available to users of both the iPhone and the iPad, and the posts themselves will be indistinguishable from the usual ones, except for the presence of a small “sponsored” tag. The minimum difference from the usual posts made specifically to ad placement was the most native.

At the moment, the possibility of advertising in Apple News is similar, but developers need to mark such posts as native, writing down the corresponding metadata. Otherwise, they may not appear in Apple News.

“Publishers are currently posting an RSS feed to Apple News. Some of the publications may be advertising and publishers need to somehow mark this kind of content, ”says the CEO of the advertising company Polar Kunal Gupta.

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Naturally, for the receipt of any income through the new platform, Apple plans to keep 30% for its part, by analogy with iAd and the App Store. Promoting posts in this way in a feed of users can help publishers monetize their own content, as well as remove any risks that may be associated with the US Federal Trade Commission (FTC). At the end of last year, the FTC made amendments to the legislation, which forced us to mark advertising content with a corresponding badge. After the introduction of the update with native advertising, Apple News will fully comply with the new rules.

It is worth noting that the popularity of advertising in Apple News is not obvious yet and Apple may be faced with a similar situation that arose with iAd - advertisers simply turned out to be unprofitable the platform presented. While the popularity of Apple News remains in question, which leads to a serious restriction on demand.