Apple tests new AI-powered tool for optimizing App Store ads

Apple is experimenting with a new AI-powered way to buy its App Store ads, Business Insider reports Monday citing “two people familiar with the matter.”
Lara O’Reilly for Business Insider:
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Apple has begun testing a new product with a small group of advertisers that automatically decides where to place ads within its App Store, much like Google’s Performance Max and Meta’s Advantage+.
Apple’s current ad formats include two types of ads within the search tab and on the search results page, “You might also like” ads that appear on app product pages, and those that appear on the “Today” tab when users first open the App Store.
Performance Max and Advantage+ have been a boon for Google and Meta, which both regularly reference those products on their earnings calls as key growth drivers. Google says Performance Max drives better results, though some advertisers are skeptical of the product because the company doesn’t provide detailed breakdowns about where their ads ran. Meta does disclose Advantage+ placement reports.
While Apple’s new tool appears to be limited to placements within the App Store, mobile advertising experts said it could logically follow that Apple would eventually expand it to other properties… Commentators have previously speculated that Apple would soon bring ads to Maps, Apple TV+, and its Books app. Apple also recently launched a Sports app, which could be another contender for new ad spots.

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MacDailyNews Take: AI-powered ad placements are slightly more thrilling to the Apple customer than sitting through a Tim Cook keynote address.
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[Thanks to MacDailyNews Reader “Fred Mertz” for the heads up.]
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