The expansion comes as Apple's advertising business is under increasing scrutiny.
to expand its menu 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 banner "You Might Also Like."
"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," an Apple representative told CNBC.
Bank of America analyst Wamsi Mohan estimated in July that Apple could generate $5 billion of advertising revenue from Apple Search Ads alone in 2022. In 2021, Apple released App Tracking Transparency to give iPhone users the option of either sharing a unique ID with app developers, or declining to share it. 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 position on user privacy. It allows its own users to turn off Apple-personalized ads on the App Store and prevent Apple from using data like account information and previous purchases to target search ads. 78% of users turn off Apple's personal ads, a similar rate to some estimates of
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