Content recommendation platform Taboola has signed a new global deal to become an authorised Advertising Reseller for Ads on Apple News and Apple Stocks apps, powering native advertising within these apps across all markets where they are available.

The apps are accessible across Apple devices including iPhone, iPad, and Mac, and are used by millions to access quality journalism from a variety of top publications, and feeds curated by editors.

Apple News is the most used news app in the US, UK, Canada, and Australia, making this partnership a strategic move for Taboola to reach premium audiences.

Taboola will sell ads within the main feeds across both apps, along with articles for a select set of publishers. The partnership will allow Apple to leverage Taboola’s significant market share, global footprint, and long-standing relationships with top brands and agencies.

Currently, Taboola works with more than 9,000 publishers, selling native ad space to more than 18,000 advertisers globally. Taboola is one of just a handful of third-party vendors authorised to sell ads for Apple. Prior to this partnership, Apple had a deal with NBCUniversal to sell ads for Apple Stocks and Apple News in the US and the UK. This new deal follows other major contracts for Taboola, including a 30-year native advertising partnership with Yahoo, inked late last year.