Apple is giving advertising a new, more prominent place in the app store. In the main view for the search now also ads appear, explains Apple. These are exclusively advertising for iOS apps, as is generally the case in the app store.
Chance of views even before the search
The new banner space should quickly catch the eye. According to Apple, several million people use the search function every day. Developers can now reach their audience there before the search starts.
App providers can tailor their target audience based on device, age group and region. You don’t have to enter new information such as keywords to be able to show ads in the search bar. Instead, Apple uses information from the product page. This includes the app name, subtitle and icon.
The price is calculated using the CMP model, i.e. using the costs per 1,000 impressions. For this, providers first indicate what maximum they would pay. Whoever bids the second most gets the ad space.
Dispute about tracking
With iOS 14.5, Apple introduced a mandatory tracking opt-in. Since then, apps have had to make it possible to forbid them from tracking user activities. This had caused criticism in the advertising industry – including from eight German associations that have filed a complaint against Apple with the Federal Cartel Office. With the new function, Apple is now strengthening its own advertising business.
