Apple’s latest controversy: Expanded App Store advertising

Depending on how you look at it, Apple may be ramping up ways developers can  reach out durectly to customers via its App Store – or building its own business at others’ expense.

What Apple is doing

Apple has had an advertising business of its own ever since Apple’s then CEO, Steve Jobs, introduced us to iAds in 2010. The scale of that offer was always limited to Apple’s platform, but the service arguably failed, with its technology living on in the form of ad slots in Apple News and the App Store.

Apple’s App Store currently hosts just two ad slots, one in the search tab and the other in Search results. You can tell when you are looking at an ad from the blue shade behind the graphic and a small blue badge that says “ad” – these ads are hard to mistake for content.

Apple now intends to add more ad slots to the App Store:

  • One new slot will appear on the second row of the Today section of its store.
  • Another may appear at the very bottom of an App Store app listing under the “You May Also Like” banner.

What Apple says about the ads

Apple says search ads provide 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 company said in a statement to 9to5Mac.

Apple says developers will likely use these slots to reach customers searching through specific ad categories, though they will not be able to target specific competing apps.

Copyright © 2022 IDG Communications, Inc.

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