According to Digiday, Apple rolled out the ability for publishers to use DoubleClick for Publisher (DFP) for ad serving in their Apple News content.

Apple was testing the use of the Google-owned DFP with some publishers since last year.  Any revenue that a publisher gets from selling ads directly in their Apple News channels and articles, the get to keep 100 percent of it.

One of the publishers testing DFP for Apple News is Scripps.  In a statement by Beth Lawrence, EVP of digital sales for Discovery, said, “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.”

Audience and contextual targeting is available, although it’s with limited granularity.  Audience targets include age range, gender and DMA-level location.

Apple says that DFP works for display ads, including animated GIF ads, but not pre-roll video or HTML5-based ads.

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