Apple has extended the option for all publishers to use DoubleClick for Publishers (DFP) for the delivery of ads in their Apple News content, according to Digiday.
Apple has tested the use of Google owned DFP with some publishers since last year. Publishers retain 100% of revenue generated from the sale of ads directly in their Apple News channels and articles.
Scripps is among the publishers who have tested DFP for Apple News. Beth Lawrence, executive vice president of digital sales at Discovery, said in a statement to Digiday: "We are delighted with the results we have achieved with the beta version of Apple News. We found high fill rates on our Apple News channels for Food Network, HGTV and Travel Channel, with a top fill rate of over 90%. "
Contextual targeting and audience targeting are available, but with limited granularity. Audience targets include age range, gender, and location at the DMA level.
DFP works for display ads, including animated GIF ads, but not for pre-roll video or HTML5 ads, says Apple.
Publishers struggled to earn revenue from Apple News, Google AMP and Facebook Instant. Allowing publishers using DFP to use their ad server can increase ad sales in these channels and motivate publishers to prioritize content for Apple News.