Apple plans to use artificial intelligence to optimize advertising in the App Store

Apple Tests App Store Ad Placements Using Artificial Intelligence

Apple plans to use AI capabilities to buy and place ads in its App Store, similar to how Google's Performance Max and Meta's Advantage+ platforms work.

The company began testing with a small group of advertisers. The platform automatically selects the best place to place ads in the App Store.

Apple told advertisers it is conducting tests to see if it can improve the performance of its Apple Search Ads. A source told Business Insider that they expect the company to unveil the product in the coming months.

Apple's currently available advertising spots include placement on the App Store Today page and placement in the “You May Also Like” section of an app's product page. Advertisers can specify their budget and target audience in the new campaign type, and the algorithm will decide where to best advertise in an accessible format.

Apple's own advertising business is a new source of income for the iPhone maker. Some analysts believe Apple's advertising business could grow to $6 billion by 2025, with $4.1 billion coming from search advertising.

However, Apple's advertising was not without controversy. In October 2022, gambling ads appeared on almost every search, regardless of what the user was searching for. Advertising began to appear next to children's applications and even applications for the treatment of gaming addiction.

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