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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 AdvertisingDivisionsearchads.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 22, 2026 by the ATDb Editorial Team

Founded
2016
HQ
Cupertino, California, United States
Connections
39

AI-drafted from public sources14 sources cited

At a glance

Employees
10001+
Funding
$50M
Revenue
$4B+
Stock
AAPL
31integrations6competitors
Mobile Ad PlatformCustomer AcquisitionMobile Marketing

About

The dominant native advertising channel within the Apple App Store ecosystem, with unmatched access to high-intent iOS users at the point of app discovery and download

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

Self-serve advertising platform (CPC/CPT auction-based)

Target market

iOS app developers and mobile marketers (SMB to Enterprise)

What they offer

  • Search Results Ads

    Promoted app listings appearing at the top of App Store search results, targeting users with high purchase or download intent based on keyword queries.

  • Search Tab Ads

    Ad placements on the App Store Search tab, reaching users before they type a query, launched May 2021.

  • Today Tab Ads

    Full-width banner placements on the App Store homepage (Today tab), providing broad brand visibility to all App Store visitors, launched July 2022.

  • Product Page Ads

    Ads appearing within the 'You Might Also Like' section on other apps' product pages, enabling discovery-stage targeting, launched July 2022.

  • Apple Search Ads Attribution API

    A first-party attribution API allowing developers and MMP partners to attribute app installs and post-install events back to Apple Search Ads campaigns without third-party tracking.

Key features

Privacy-first targeting using Apple first-party data and on-device intelligenceCost-per-tap (CPT) auction-based bidding modelKeyword-level targeting with broad match, exact match, and Search Match automationAudience refinement by device, location, demographic, and customer type (new, returning, existing)Creative Sets leveraging existing App Store product page assetsCustom Product Pages support for tailored ad destinationsFirst-party attribution API for privacy-safe install measurementIntegration with major mobile measurement partners (MMPs)

Use cases

iOS app user acquisition for mobile games, utilities, and consumer appsRe-engagement campaigns targeting lapsed usersBrand visibility for new app launches on the App Store Today tabCompetitive conquest campaigns targeting users searching for rival appsSubscription app growth via keyword targeting of high-intent search terms

Customer segments

Independent iOS app developers and indie studiosMobile gaming publishersSubscription app businesses (streaming, productivity, health)Enterprise mobile app teamsMobile user-acquisition agencies managing iOS portfolios

Tech & specs

Technology stack

Apple first-party data and on-device machine learningApple Search Ads Attribution APIApp Store Connect integrationCustom Product PagesMMP partner integrations (Adjust, AppsFlyer, Kochava, Branch, Singular)

Security & compliance

GDPRCCPAApple App Tracking Transparency (ATT)

Deployment

Cloud

API

Yes

Explore further

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