Apple introduced a new feature that makes it easier for users to turn off personalized ads in Apple apps such as the App Store, Apple News, and Stocks.
In a presentation shared with advertisers, Apple said that in the first quarter of the year of 2022, Personalized Ads were turned off in all countries and regions of the world.
Advertisers can reach interested users without using audience targeting in their search results campaign according to Apple. In the first quarter of 2022, Apple's internal data shows that Search Ads had a 62.1% average conversion rate for users with personalized ads turned on, compared to 62.5% for users without personalized ads.
70% of App Store visitors use search to find their next app, according to a presentation by Apple.
Apple's personalized ads rely on first-party data. In the App Store and Apple News, for example, Apple says a user's search and download history may be used to serve them relevant search ads. In Apple News and Stocks, ads are served based on what a user reads or follows.
This data is unrelated to the App Tracking transparency privacy feature, which only applies to apps using third-party data to track users.
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