The App Store has a new advertising space. Developers can now reserve a location directly in the Search tab, without having to go through a user search. This move promises to be controversial given the context of the tracking restriction measures imposed by iOS 14.5.
Apple last week rolled out iOS 14.5 and, along with the update, its new anti-ad tracking measures . The Cupertino company then confirmed its position towards the collection of personal data , in particular for promotional purposes. A position that also did not please everyone, applications must now ask permission from the user to follow his activity.
However, this does not prevent Apple from relying on advertising to generate revenue, as shown by the new promotion space that has appeared in the App Store. While, until now, you had to perform a search before finding sponsored content, it can now be found directly in the Search tab .
A NEW ADVERTISING SPACE IN THE APP STORE
So that’s twice as many ads that users are now facing. Ironically, Facebook had anticipated such a strategy on Apple’s part. “Apple’s policies leave very limited options for application developers to find customers through effective advertising. Of course, Apple’s advertising offers are part of it ” , then declared the social network, which threatens to become payable following the new measures of iOS 14.5 .
“The timing makes sense,” said Jamie MacEwan, an expert at Enders Analysis. “Apple is probably anticipating an increase in demand for exposure on the App Store. The changes in privacy on iOS have made the other options less attractive ” . Indeed, advertisements on third-party sites and applications are less effective, while developers must maximize the return on their investment .
“As its advertising business grows, Apple will need to ensure that it fully complies with the confidentiality consent,” adds Hamie MacEwan. The news may indeed cringe some teeth. Apple is currently estimated to make around $ 2 billion a year from advertising . At the same time, Tim Cook continues to criticize tech giants for monetizing their users’ personal data.