Apple (AAPL) Said Planning to Ease Involvement in iAd Platform

Apple (Nasdaq: AAPL) is said to be "stepping back" from its iAd advertising business, just six years after launching the platform.

BuzzFeed's John Paczkowski noted that iAd is still here to stay, but that Apple would be stemming its direct involvement in creating and selling iAd units. Publishers will then be able to start selling ads directly via the revamped iAd platform.

Sources said that the move could turn into a positive for publishers, with one source noting that "It gives [publishers] direct dialogue with their customers as opposed to forcing them to go through an Apple middleman. Access will be more plentiful and easier to manage — theoretically.

Shares of Apple are down nearly 2 percent Wednesday.

You May Also Be Interested In

• Midday movers: Tesla, Li Auto and CNH Industrial fall; Salesforce rises
• Inflation relief has likely been delayed not destroyed - GS
• Analysts are less bullish on Magnificent 7, Big Tech as rally loses steam