Apple will expand the display of ads within App Store search results. The company confirmed that this update will take effect on March 3.
This expansion will be present in two major markets, namely the UK and Japan. After that, Apple will expand its launch to all App Store ad markets globally by the end of March.
With this new policy, sponsored apps can appear in the middle of organic search results. Advertised apps are not limited to the top positions as Apple has implemented over the past few years.
Ad views in other parts of search results will be visible on devices with iOS 16.2 or later operating systems (OS). iPad users will also feel the same impact if they run the latest version of their software.
Developers and advertisers don't need to make any manual arrangements to get this ad expansion. Apple's system will automatically deploy relevant ad campaigns to various points in the search list.
Interestingly, advertisers do not have full control to choose or bid for a specific position in the list. Apple's internal algorithm will determine the order of the appearance of ads based on the relevance of user queries.
In addition to search results, ads will still appear on the 'Today' tab and the bottom of the product page. The suggestion feature on the search tab is also still a promotional space before users type in keywords.
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