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Verizon inks programmatic native deal with Apple News

Tyrone Stewart

Verizon Media enters programmatic native agreement with Apple
Verizon Media has penned a deal with Apple to serve programmatic native ads in Apple News and Stocks across iPhone, iPad, and Mac in Australia, Canada, and the UK.

Native placements, which are available through the Verzion Media naïve marketplace and DSP, can be run in-feed via the ‘Today’ tab; in-stream, through publisher channels and articles; or between articles when people are swiping between content.

“Apple News is a highly-personalised, curated news experience that shares our commitment to providing quality stories from trusted outlets to large audiences,” said Guru Gowrappan, chief executive officer at Verizon Media, in a blog post. “We believe that such content experiences provide meaningful consumer engagement opportunities for brands with relevant, engaging advertising.”

Verizon claims to have seen its native formats drive 11 times the average engagement of a traditional banner ad in the past year. The Apple deal builds on a multi-year global native agreement the company signed with Microsoft at the beginning of the year, providing marketers with access to – at the time – 20 per cent more native inventory through Oath Ad Platforms with ad formats on Microsoft News/MSN.