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 first I thought those that were linking to this have this wrong. But, the way it is written it appears that Apple is going to allow publishers to embed their own ad technology within their content to allow them to sell their ads within content that appears in the Apple News app.
I cannot believe Apple would allow this. This is a leak, of course, so the details are thin. But I can see it only going a few ways.
In one scenario, the leak is wrong (or poorly written) and Apple will allow publishers to use their own technology (meaning Apple’s) to sell ads. So, they can use Apple’s own ad platform to sell the ad inventory found within their own content within the app. This totally makes sense.
In another scenario, the leak is somewhat right in that Apple will allow publishers to use their own technology (meaning the publisher’s) to sell ads but with a ton of restrictions. This wouldn’t be ideal but I’m sure publishers would appreciate having a lot more control. Apple has stated multiple times how they are committed to privacy so they cannot allow the same tracking scripts in use on today’s web within their app. And, I can’t imagine they’d want to rely on outside dependencies – like the myriad of ad platform infrastructures – that could diminish the responsiveness of their app.
In the last scenario, the leak is 100% correct and Apple News will become a cesspool.
Since I use Apple News every single day, multiple times per day, I hope it is the first scenario.
/via Daring Fireball.