Apple is expected to unveil new advertising inventory spots before this year’s end.
These spots offer additional advertising opportunities right in time for the holiday season when competition is at its highest.
Apple’s ad inventory can only be found on the Apple Search results page or the Search tab.
Apple reached out to developers first to announce the expansion in ad spots throughout the app store.
Where to Expect New Placements
Although Apple didn’t include this information directly in its invitation to developers, Apple may consist of ad units on the Today tab in the app store.
It is being discussed that ad units may be made available within the app product pages. However, this is not yet confirmed.
Eric Seufert, the founder of Mobile Dev Memo, tweeted an invitation to join the conversation on September 13th.
Apple announced the AppStore menu expansion in July. The Today tab is likely to be a contender in the development.
Apple will hold its virtual event for developers on September 21st, where more details are expected to be revealed.
Can I Advertise on Apple Search?
Apple Search has not altered its advertising requirements with the anticipated inventory growth.
To advertise on Apple Search, businesses must currently have an App Store product page.
The Toughest Marketing Attribution Challenges
Advertisers will have a more challenging time measuring success amid Apple’s expansion of ad placement.
Apple introduced App Tracking Transparency (ATT) to protect users’ privacy. This feature allows users to disable personalized ads in the App Store.
Apple does not allow advertisers to target users based on past purchase history or account information. This leaves limited options for targeting.
The 46% user opt-in rate for ATT as of March 2022 was 46%. Marketers cannot capture more than half of the user activity and measurement capabilities.
The ATT opt-in rate varies depending on the app category. Gaming categories are at the lower end of the opt-in rates.
Advertisers have more significant opportunities to expand but it might be more challenging to prove that Apple Search ads work.
