Apple to run app-related ads on App Store
By MYBRANDBOOK
Apple will begin running app-related ads in the Today tab of the App Store starting from today, in all countries except China. The Today tab on the App Store features a hand-curated list of apps picked by the Apple staff, with no paid placement options.
Previously, ads were restricted to search results on the App Store, in the ‘Suggested’ section of the search box, but now, developers will be able to create a custom product page for the today tab to promote their apps, shown in a ‘You Might Also Like’ section at the bottom of app listings.
Apple updated its webpage on Search Ads, which reads, “With a Today tab ad, your app can appear prominently on the front page of the App Store — making it some of the first content users see when they begin their App Store visit. The prominence of this placement makes it a good option to drive awareness of your app, especially for new content launches, special events, and seasonal promotions.”
According to the report, legal expert Florian Mueller tweeted: “You Might Also Like ads are another means of increasing the effective app tax rate, forcing developers to buy ads on their own app pages in order to avoid that others steer customers away from there.”
Instead of targeting brands with ads, Apple wants developers to connect more widely with users and what better way to do that than show ads for their apps. Apple will rely on different identifiers to target a larger base of iPhone users with these ads inside the App Store.
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