Apple News may soon let publishers use their own tech in filling ad space

Apple is working on a solution for publishers that send their articles and content to its News app but so far have gotten very little in return, according to AdAge, quoting unnamed “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. News is a mobile app and news aggregator for iOS devices (and, I hope, someday for the Mac).

According to AdAge, 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 the news service. That would potentially let media partners make as much money from views in Apple News as they do on their own sites, without as much additional effort as the current approach, the article adds.