Dive Brief: 

• This year, Apple will roll out new full-screen video iAds for iPhone and iPads. 
• Most likely, the ads will be sold through the tech giant's newly launched ad exchange, but Apple declined to comment. 
• The ads will be what some in the industry describe as "interstitials," meaning they will interrupt the user in-app. It's possibly more likely that the ads will run at natural transitions, like after the end of a game or an article.

Dive Insight: 

Full-screen video ads aren't anything new or groundbreaking, but Apple certainly finds itself in an interesting position. What other company holds the key to some of the world's most popular mobile devices and its own ad exchange? We can think of only one other: Google.