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Apple’s first big AI innovation in 2024 may be… smarter ads

Mar 13, 2024 - macworld.com
Apple is reportedly testing a new AI-powered ad system that decides where to place ads within its App Store, according to a Business Insider post. The system is similar to Google's Performance Max and Meta's Advantage+ campaigns, which simplify the ad-buying process by determining the best campaign for a client's needs. Advertisers will input their budget, target metrics, audiences, and desired countries, and Apple's AI will decide where to place ads within search results, the today tab, or app listings. The program is expected to be introduced in the coming months.

The program is currently limited to App Store search results but may expand to other apps like Maps and Sports. Apple's ad business is projected to generate $7 billion in revenue this year, an increase from $6 billion in 2023 and $4 billion in 2022. However, it is unlikely that this program will be part of Apple's AI initiatives to be unveiled at WWDC in June.

Key takeaways:

  • Apple is reportedly testing a new AI-powered ad system that decides where to place ads within its App Store, following a model similar to Google's Performance Max and Meta's Advantage+ campaigns.
  • The new system will allow advertisers to input their budget, target metrics, audiences, and countries they want to reach, and Apple's AI will determine the best placement for their ads.
  • The program is currently limited to App Store search results, but may extend to other apps like Maps and Sports in the future.
  • Apple's ad business is projected to generate around $7 billion in revenue this year, up from $6 billion in 2023 and $4 billion in 2022.
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