Just last week, Apple announced the expansion of its App Store Search Ads program with two new ad placements in the iOS App Store.
Apple currently introduces ads in apps such as the App Store, News, and Stocks, as well as more recent launches such as during Apple TV Friday Night Baseball streams. And recent accelerated hiring trends in the advertising platform division indicate that Apple’s advertising expansion is not slowing down, according to Digiday.
Digiday reports that their sources say that since the beginning of 2022, the number of hirings in the advertising platforms division has increased significantly. This is also reflected in the organization chart of the executive branch. A May report said the Apple Services group now has a dedicated chief executive, Todd Terezi, who will focus on advertising-related initiatives.
Most notably, Digiday has highlighted job listings that say Apple is building “the most advanced and sophisticated privacy platform possible.”
The demand-side platform allows advertisers to set up automations that scale campaigns based on performance metrics using machine learning. As long as the platform is well designed, advertisers are happy and spend more.
Demand-side platforms also perform other functions, such as helping advertisers to accurately match the demographics of their intended audience, test multiple ad campaign options with dynamic A/B testing, and ultimately optimize and increase spend on the most effective campaigns.
Building a good DSP requires significant investment and development time. It can be used for App Store search ads, media placements such as the aforementioned MLB display ad (and other rumored live sports that Apple bets on, such as the NFL Sunday Ticket Package), and more.
It doesn’t seem out of place to expect Apple Search Ads to eventually leave the App Store app… and make its way to other parts of Apple like Spotlight or Maps when looking for places to go.
In streaming television, advertising content is becoming more and more popular. Soon all Apple TV+ competitors like Netflix and Disney+ will offer an ad-supported tier. It’s possible that Apple might want to offer its own promotional discounted price to compete.
Longtime Apple watchers know that in 2010 Apple launched its own mobile banner solution for use by third party developers called iAd. iAd suffered widespread adoption and was silently discontinued a few years ago. But there’s always a chance that Apple will hit that market again to add to its growing pile of service revenue streams.
Apple has been criticized for expanding its advertising initiatives while limiting the ability of third-party ad networks. The introduction of App Tracking Transparency was a clear win for consumers, but ad networks like Facebook and Snap have struggled to keep their ad platforms efficient as a result, and it’s estimated to cost the industry tens of billions of dollars. last year. Apple’s definition of “tracking” as a data transfer to third parties means that its own personalized ads are not subject to the ATT as it is considered a first party data transfer.
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