Apple Testing AI-Powered Ads Platform with Select Partners
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| Illustration: opcd.ae |
Introduction
Apple is reportedly testing an AI-powered ads platform with a select group of partners. The platform uses artificial intelligence to determine the placement of ads in the various slots available in the App Store. Currently, it is primarily being used to improve advertiser campaign performance for App Store Search Ads. However, there is speculation that Apple may expand the use of this technology to other ad-supported services in the future.
Google and Facebook's Similar Systems
Apple is not the first company to implement AI-powered ad placement. Both Google and Facebook have already introduced similar systems in the past few years. These systems use artificial intelligence to determine the best placement for ads based on various factors.
Apple's Limited Ad Types
It is surprising that Apple is developing an AI-powered ads platform considering its current limited collection of ad types. In the App Store, developers can only pay to appear in a few specific locations, such as the Today tab, the Search tab, and the top or bottom of search results. Apple also sells advertising campaigns for its News and Stocks apps, but those are mostly managed by intermediaries.
Potential Expansion and Relevance of AI Placement Tool
Despite the limited ad types, Apple may eventually expand the number of App Store Search Ads slots and potentially include ads in other apps on the phone. In such a scenario, an AI placement tool becomes more valuable and relevant. There were previous reports suggesting that Apple planned to expand its advertising business to other system apps like Apple Maps, Books, and Podcasts, but no official announcements have been made so far.
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