Media, advertising and tech company Verizon Media has announced an exclusive partnership with Apple to offer premium native programmatic advertising opportunities built for brand safety in Apple News and Stocks.
The new offering will roll out across iPhone, iPad and Mac in Australia, Canada and the United Kingdom.
Verizon Media managing director ANZ Paul Sigaloff says Apple News shares the company's commitment to bringing "curated, editorial-driven content to large audiences".
Apple News has a reach of more than five million people in Australia.
"These opportunities are available through our native marketplace and DSP (demand-side platform) with placements available in-feed, in-stream or between articles that include highly creative, engaging formats like our Moments rich media ad," Sigaloff says.
"It’s evident that Native formats provide better customer experiences that deliver greater brand impact and returns. In fact, 27% of people exposed to native experiences say they are more likely to convert (Verizon Media, Redefining Native Study, 2018). At Verizon Media, we continue to focus on developing premium solutions that are easy to buy and provide value to our audiences.”
The company made an official announcement via a blog post on its website.
In the post, Verizon Media CEO Guru Gowrappan says the partnership will accelerate the business's strategy to deliver "trusted content, commerce and connections to people around the world".
Gowrappan says Apple News' "highly-personalized, curated news experience" sharing stories from trusted outlets presents "meaningful consumer engagement opportunities for brands with relevant, engaging advertising".
The news builds on a strong year of native advertising growth for Verizon Media, where it has seen diverse native formats drive 11-times the average engagement of a traditional banner ad.
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