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Apple is planning new spots for ads in the App Store by the end of the year

by SuperiorInvest

Apple CEO Tim Cook holds the new iPhone 14 at an Apple event at their headquarters in Cupertino, California, on September 7, 2022.

Carlos Barria | Reuters

Apple plans to release new ad “placements” as soon as this year’s holiday season, according to a message sent to developers on Tuesday that invited them to an online session to encourage them to buy ads.

The new ad units represent a significant expansion of Apple’s ad inventory targeting its App Store. In recent years, Apple’s ad inventory has been limited to one unit on the App Store Search tab and one on the search results page.

“With new opportunities coming to Apple Search Ads, you can promote your apps in the App Store to reach even more customers this holiday season,” said the release, which was posted from Mobile Dev Memo founder Eric Seufert, and confirmed to CNBC by a developer who received an invite.

The developer release didn’t say where the new ad placements will be offered, but there will be more in July Applespecialist website announced that Apple plans to expand its offering with an ad unit on the Today tab, which is the front page of the App Store, and another sponsored unit on app product pages under the “You May Also Want” banner.

An Apple representative did not respond to a request for comment.

Apple’s inventory expansion comes at a time when Apple’s advertising business is under increased scrutiny.

Apple’s advertising revenue is reported as part of its services business, which also includes warranties, search engine licensing, App Store sales, and online subscriptions, among others. Apple reported services revenue of over $68 billion in 2021.

Bank of America analyst Wamsi Mohan estimated in July that Apple could generate $5 billion in advertising revenue this year from Apple search ads alone.

In 2021, Apple released App Tracking Transparency, where iPhone owners are asked to share a unique ID with app developers. Most iPhone owners choose not to share, preventing online advertisers from accurately tracking the performance of their ads.

Apple says it made the change because of its corporate stance on user privacy.

Advertising companies including parent company Facebook Target they called ATT anti-competitive and self-serving. Meta said Apple the change could cost him $10 billion this year.

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