Game developers already have a couple of gripes when it comes to Apple TV.
But it looks like Apple is doing something about discovery.
And now AppLovin is the first of many monetisation platforms to announce it's bringing in-app advertising to tvOS.
As you expect, given this is TV and that video ads are the industry hotspot, AppLovin is targeting HD video ads.
"Developers who innovate on the platform need to be able to monetize, and advertisers need the ability to reach the users that grow their own businesses," says its co-CEO Adam Foroughi, in a blogpost.
In terms of availability, the company says the SDK will be "in our partners' hands later this month".