Kif Leswing, writing for Business Insider:

The new ad format would clearly label branded content in the app, as well as give publishers a new way to sell and promote sponsored posts, although it would come at a cost: Apple keeps 30% of the revenue it produces through iAd, a mobile-advertising platform.

Apple’s last three ad moves: Block ads in Safari (using content blockers), shut down the iAd platform, enable ad sales in Apple News.

If you are interested, here’s a link to the official Apple developer spec that lays all this out.