Irate media company executives are complaining that the Apple News app to be released with iOS 9 next week is too restrictive on advertising content, the New York Post reports. The company has placed unconventional restrictions on ad formats and requires strict approval hurdles for ad campaigns, leading one unnamed senior news executive to say, “[Apple News is] giving us some great ways to distribute our product, but they’re not giving us a lot of ways to monetize it.” Popular tools like real-time bidding for ad placements aren’t supported yet, and Apple has refused to accommodate Google’s Doubleclick, one of the most popular tools for placing and tracking online ads.
Apple’s requirement that the company be allowed to approve every ad campaign within 48 hours’ notice and refusal to run pre-roll video ads without direct vetting has also made the process “very difficult,” according to another news executive. While publishers like CNN, Vox Media and Time Inc.
have agreed to make most of their content available on the new app, others with strong paid subscription models like The New York Times and Wall Street Journal are reportedly restricting Apple News to a few dozen stories a day. Apple didn’t respond to a request for comment.