Apple is Building an Advertising Network for Live TV [Report]

Apple is building an advertising network for live TV as it gets ready to stream Major League Soccer games next year, according to a new report from Bloomberg.

The company is holding discussions with advertising partners and MLS sponsors in advance of the launch next February about airing advertisements during soccer games and related shows, said the people, who asked not to be identified because the discussions are private.

Currently, Apple's ad unit is said to generate about $4 billion in annual revenues; however, the company would like to increase that to double-digits. The push will also put search ads in more apps, including Maps, by as early as next year.


This past June, Apple announced an exclusive deal to present all MLS matches for ten years, starting in 2023. It's preparing to run ads in all three tiers of the partnership, including: the dedicated package, paid TV+ subscriptions, and the free TV app. This will expand on the ads it already shows for Major League Baseball games.

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