Making it easier for developers to discover more of what the App Store has to offer is one of the things Apple is trying to do.
There are two ad opportunities on the App Store, one in the Search tab and another in the Search results page. According to Apple, both ad placements have been a great success for developers. The expansion of ad opportunities in the App Store is part of the company's effort to maintain the App Store as the best place for developers to grow their businesses
Apple Search Ads provides opportunities for developers of all sizes to grow their business. Like our other advertising offerings, these new ad placements are built upon the same foundation—they will only contain content from apps’ approved App Store product pages, and will adhere to the same rigorous privacy standards.
The front page of the App Store will be the first place where new ad opportunities will be found. Today App Store ads will allow developers to promote their apps alongside the daily editorial content by the App Store team. The ads in the App Store are clearly labeled as ads. When the App Store app is opened, the Today tab is the first one that is pre-installed.
There will be a second ad placement for developers in the App Store. Under the "You Might Also Like" section, ads will appear and be marked as ads.
The company's focus on user privacy is at the center of the App Store ads. All of Apple's platforms and services will be followed by the new advertisements. When users first open Apple's apps, such as the App Store, they're given the freedom to choose whether to enable personalized ads.
In a presentation to advertisers obtained by MacRumors in May, it was revealed that in the first quarter of the 21st century, almost all of the search volume on the App Store was from devices with personalized ads turned off.
Apple does not show personalized ads to users under the age of 18, to users with an Apple ID associated with a minor under 13, or to managed accounts. Apple restricts developers from targeting ads to segments and demographic with less than 5000 other similar users, which helps prevent hyper-targeting.
Apple claims it's able to deliver highly effective ads without the need to track individual users because it never uses factors such as religion, political affiliation or health. Apple's ads aren't tied to an individual Apple ID, and a user profile isn't created to target a specific user across all of the company's services.
The CEO of AllTrails said that Apple's App Store ads have become a crucial aspect of the company's growth strategy.
Apple Search Ads helped us attract new, more engaged customers across markets. We rely on Apple Search Ads for cost-effective customer acquisition – it’s a critical component of our growth strategy. As they become available, we plan to invest in new placements to reach even more customers on the App Store and continue to drive our business growth.
The new ad spots will be tested with limited developers.
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