Apple has decided to increase the number of ads displayed in search results on its App Store. According to an announcement on the company’s official Apple Ads website, new ad placements will be added starting next year to expand opportunities for App Store advertising. This move could bring significant changes for both developers and users.
A New Era for App Store Ads
Currently, when you search on the App Store, only one ad is displayed at the top of the results. For example, if you search for “Facebook,” you might see an ad for TikTok at the top. This is because TikTok wins the auction for that placement by targeting specific keywords.
However, according to Apple’s new plan, additional ads will be placed further down the search results list. This aims to create new opportunities for advertisers to reach more users with their applications.
Apple states that advertisers or developers will not be able to bid on or choose a specific ad placement. An ad will appear in any of the available ad locations, depending on factors such as bid amount and its ranking in the auction. However, the position of an ad within the same campaign may also vary.
The billing model will remain unchanged; payments will still be based on cost-per-tap or cost-per-install. When the new ad units roll out in 2026, existing search ad campaigns will automatically become eligible for these new placements. This feature will be supported in iOS and iPadOS 26.2 and later.
So, what are your thoughts on this change to Apple’s App Store advertising policy? Share your opinions in the comments!
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