In a bid to enhance its advertising capabilities, tech giant Apple is now testing a new AI-powered tool to purchase App Store ads. As reported by industry experts, this move follows the footsteps of both Google and Meta, who have successfully integrated similar technologies in their ad platforms.
The new product, still in its experimental phase, will automatically determine the placement of ads within the App Store. Similar to Google’s Performance Max and Meta’s Advantage+, advertisers will input their budget, cost-per-acquisition target, audiences, and target countries. Apple’s algorithm will then allocate the ads across various formats to maximize their performance.
The primary goal of this testing phase is to boost the effectiveness of Apple Search Ads. The tool is expected to be officially introduced to the market in the near future, with the potential to expand to other Apple properties beyond the App Store, according to mobile-advertising experts.
Apple’s foray into this space comes as no surprise, considering their projected $7 billion revenue from the ad business this year, predominantly driven by App Store search ads. The company has also been making strides in other advertising sectors, such as sponsorships in Major League Soccer games on Apple TV and strategic hires in adtech and TV-ad sales.
With the integration of this innovative tool, Apple aims to stay competitive in the ever-evolving digital advertising landscape and further solidify its position as a key player in the tech industry. Stay tuned for more updates as Apple continues to revolutionize the advertising sphere.
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