Apple is reportedly getting out of the advertising business — sort of

A new report indicates Apple is looking to turn over its iAd platform to publishers rather than manually create and sell ads itself.

The new-look iAd will let publishers generate their own ads, and keep 100 percent of the revenue. The move is expected to happen next week, with Apple’s iAd staff being offered buyouts.

It’s not clear if the overall look and feel of the iAds — well, ads — will change. In launching iAds, a missive from Apple was that those ads would fit its own stylistic tastes. The ads are also optimized for iOS devices.

Really, Apple is eliminating the middle man, both internally and externally. It could also help iAds gain more traction. A source tells Buzzfeed “the big publishing groups will just fold programmatic buys into the stuff they’re selling across all their properties,” which could mean bundling iAds with Google for iOS and Android, respectively.

➤ Apple Steps Back From Its iAd Advertising Business [BuzzFeed]