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Apple Reportedly Testing AI-Powered Ad Technology

Mar 12, 2024 - macrumors.com
Apple is testing a new AI tool that automatically decides where to place ads on the App Store, according to Business Insider. The tool, currently being tested with a small group of advertisers, mirrors the functionalities of Google's Performance Max and Meta's Advantage+, allowing advertisers to specify their budget, target cost-per-acquisition, desired audiences, and geographical targets. Apple's algorithm then determines the most effective placement of ads across the App Store's existing formats.

The move towards AI-enhanced ad placements is part of Apple's broader ambition to refine and expand its advertising offerings, potentially extending advertising to other apps and services within its ecosystem. Recent hiring decisions at Apple also suggest plans to introduce an ad-supported Apple TV+ tier.

Key takeaways:

  • Apple is testing a new AI-powered tool that automatically decides where to place ads on the App Store, similar to Google's Performance Max and Meta's Advantage+.
  • The AI tool is part of Apple's broader ambition to refine and expand its advertising offerings, which may extend to other apps and services within its ecosystem.
  • Apple is reportedly preparing an iOS 17.4.1 update for the iPhone, which is expected to address software bugs and/or security vulnerabilities.
  • Best Buy is having a big sale on Apple MacBooks and iPads, including some of the first notable M2 iPad Pro discounts in months.
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