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Apple Search Ads was rebranded to Apple Ads (Apr 2025)— see Apple Inc. for current status.
Apple Search Ads

Apple Search Ads

Mobile App AdvertisingDivision· part of Apple Inc.searchads.apple.com

Apple Search Ads, now rebranded as Apple Ads, was Apple's native App Store advertising platform that evolved from a single-placement search tool into a multifaceted marketing ecosystem for iOS app marketers.

Last updated Oct 5, 2026 by the ATDb Editorial Team

Founded
2016
HQ
Cupertino, California, United States
Parent
Apple Inc.
Connections
39

AI-drafted from public sources12 sources cited

At a glance

Employees
10001+
Funding
$50M
Revenue
$4B+
Stock
AAPL
31integrations6competitors1corporate family
Mobile Ad PlatformCustomer AcquisitionMobile Marketing

About

The sole native advertising platform within the Apple App Store, commanding a dominant position in iOS app user acquisition with no direct competitor for on-platform App Store inventory

Apple Search Ads, now rebranded as Apple Ads, was Apple's native App Store advertising platform that evolved from a single-placement search tool into a multifaceted marketing ecosystem for iOS app marketers. When it launched in 2016, the platform offered one ad placement — promoted listings at the top of App Store search results — designed to capture high-intent users actively searching for specific types of apps. Over subsequent years, Apple expanded the platform to include Search tab ads in May 2021 and, in July 2022, Today tab and product page placements, giving developers visibility across the App Store homepage and within the discovery sections of other apps' product pages. The platform served as a strategic channel for iOS app marketers seeking prime real estate among the hundreds of millions of weekly App Store visitors, allowing developers to promote their apps at the precise moment users were browsing and searching for their next download. Source 1: searchadsmaven.com — Apple Search Ads Rebrands to Apple Ads Source 2: kochava.com — Apple Search Ads Is Now Apple Ads

Business model

Marketplace

Target market

SMB, Mid-Market, Enterprise

What they offer

  • App Store Search Ads

    Paid search placements at the top of App Store search results, targeting users actively searching for apps on iPhone and iPad

  • App Store Today Tab Ads

    Display ad placements on the App Store Today tab, providing broad brand visibility to all App Store visitors

  • App Store Search Tab Ads

    Ad placements on the App Store Search tab, reaching users at the moment they begin their search journey

  • Apple News+ Ads

    Advertising placements within the Apple News and Apple News+ editorial environment, reaching engaged readers

  • Apple Stocks Ads

    Ad placements within the Apple Stocks app, targeting a financially engaged audience

  • Apple Maps Ads (forthcoming)

    Planned advertising placements within Apple Maps to help businesses reach users with local intent

  • Apple Ads Attribution API

    API enabling third-party measurement and MMP partners to attribute installs and events to Apple Ads campaigns in a privacy-preserving manner

Key features

Exclusive access to App Store search inventoryPrivacy-first targeting using on-device signals without third-party trackingCost-per-tap (CPT) second-price auction bidding modelSearch Match automated keyword targetingCustom Product Pages support for tailored ad destinationsCreative Sets for ad variation testingAudience refinement by device, location, age, gender, and customer typeCampaign Management API for programmatic controlIntegration with Apple's App Tracking Transparency (ATT) frameworkMulti-surface ad placements across Apple apps and services

Use cases

iOS app user acquisition for mobile gamesApp installs and re-engagement for subscription appsBrand visibility campaigns via Today Tab placementsLocal business promotion via Apple Maps adsReaching financially engaged users via Apple Stocks adsContent and media promotion via Apple News+ adsPerformance marketing for e-commerce and utility apps

Customer segments

Independent app developers and indie studiosMobile gaming companiesSubscription app businessesEnterprise brands with iOS appsE-commerce companies with shopping appsMedia and content publishersFintech and financial services app developersHealth and fitness app developers

Tech & specs

Technology stack

Apple's proprietary ad serving infrastructureOn-device machine learning for relevance and targetingApp Tracking Transparency (ATT) frameworkSKAdNetwork for privacy-preserving attributionCampaign Management API (REST API)Apple Search Ads Attribution API

Security & compliance

GDPRCCPAApp Tracking Transparency (ATT)SKAdNetwork privacy frameworkApple Platform Security standards

Deployment

Cloud

API

Yes

Explore further

2 views
On the Mapby country + regionOn the GraphNetwork around Apple Search Ads