Apple has rolled out the ability for all publishers to use DoubleClick for Publishers (DFP) for ad serving in their Apple News content, according to Digiday.
Apple has been testing the use of Google-owned DFP with some publishers since last year. Publishers retain 100 percent of the revenue they generate from selling ads directly in their Apple News channels and articles.
Scripps is among the publishers that have been testing DFP for Apple News. Beth Lawrence, EVP of digital sales for Discovery, said in a statement provided to Digiday, “We’re thrilled with the results we’ve seen from the Apple News DFP beta. We’ve seen strong fill rates across our Apple News channels for Food Network, HGTV and Travel Channel, with a peak fill rate over 90 percent.”
Contextual and audience targeting are available, though with limited granularity. Audience targets include age range, gender and DMA-level location.
DFP works for display ads, including animated GIF ads, but not pre-roll video or HTML5-based ads, says Apple.
Publishers have struggled to reap revenues from Apple News, Google AMP and Facebook Instant Articles. Allowing publishers using DFP to employ their existing ad server will help boost ad sales in those channels and motivate publishers to prioritize content for Apple News.
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