I'd be ok if it was a big 'Diet Coke' or other big brand app, but low level spam being injected into first party apps is just not on, it might have made more revenue but at what detriment to the brand value? Over time I think more ad revenue is going to equal more brand damage in 1st party apps, and that might even leak to brand damage for Apple.
Edit - Would like to add some context, Business News by Apple News is the first item open when you open that app, and this ad is below top stories, so depends if it's visible when you open it on your screen height, I did scroll for 1 second after opening the app to see this.