Apple's Internal Data Shows Many iOS 15 Users Turn Off Personalized Ads With Minimal Impact on App Store Search Ads
Starting with iOS 15 and iPadOS 15, Apple introduced a new "Personalized Ads" toggle during the setup process that makes it easier for users to turn off personalized ads in Apple apps such as the App Store, Apple News, and Stocks.
In a presentation shared with advertisers, obtained by MacRumors, Apple cited internal data showing that, in the first quarter of 2022, 78% of iOS 15 and iPadOS 15 search volume on the App Store was from devices with Personalized Ads turned off across all countries and regions where Apple's Search Ads business is available.
Apple's presentation emphasizes that advertisers can reach interested users without applying audience targeting to their search results campaign. In the first quarter of 2022, Apple's internal data shows that Search Ads had a 62.1% average conversion rate for iOS 15 users with Personalized Ads turned on versus 62.5% for iOS 15 users with Personalized Ads turned off across all countries and regions where Search Ads are available.
Apple said search terms are a direct signal of intent, with the presentation stating that 70% of App Store visitors use search to find their next app.
Apple's personalized ads rely solely on first-party data. In the App Store and Apple News, for example, Apple says a user's search and download history may be used to serve them relevant search ads. In Apple News and Stocks, ads are served based partly on what a user reads or follows, including publishers they have enabled notifications for.
It's worth noting that this data is unrelated to the App Tracking Transparency privacy feature, which only applies to apps using third-party data to track users.
Related Stories
Apple is unlikely to have seen a significant financial benefit from App Tracking Transparency since the privacy feature launched last year, according to Kinshuk Jerath, Professor of Business in the Marketing Division at Columbia Business School.
In an Apple-commissioned report, Jerath said claims that billions of advertising dollars moved from companies like Meta to Apple due to the...
Meta, still better known as Facebook, plans to hire fewer new employees for the remainder of 2022 than previously planned, the company's chief financial officer, David Wehner, said in an internal memo obtained by Business Insider that partly blamed Apple.
In the letter to Meta employees, Wehner said that the company needs to "take another look at our priorities and make some tough decisions...
Twitter has bolstered its search feature for direct messages so that users can now search their inbox using keywords and names to find the specific message they are looking for.
The DM search bar isn't new, but previously it only allowed you to find the name of a person or a group chat in your inbox. The latest development means you can now refine searches to find particular content in your...
Reddit has announced a new comments search tool that gives users the ability to get search results from replies to original posts – a first for the platform in its 16-year history.
Until now, Reddit users could only retrieve search results for original posts, communities, and individual users, meaning they would have to click on several posts and then scroll through what could sometimes be ...
Wednesday October 20, 2021 12:50 am PDT by
Sami FathiThe increasingly popular privacy-focused browser Brave is officially saying goodbye to Google as its default search engine, replacing the world's most popular search engine in favor of "Brave Search," the company announced in a blog post.
Brave Search is Brave's answer to customers wanting a "privacy-preserving" search engine, and it's built using Brave's own "independent index, and doesn't...
Amazon Freevee, aka the ad-supported video service that used to be called IMDb TV, now has an app that's available on the App Store for the Apple TV (via Variety).
According to Amazon's website, Freevee is an ad-supported streaming video service that is available in the United States. It is separate from Amazon Prime Video, which requires an Amazon Prime subscription, and it is entirely free ...
Privacy-focused browser Brave has updated its iOS app with a new Privacy Hub feature that displays a summary of the trackers it has blocked for specific sites or over a given time span.
Similar to Safari’s Privacy Report, the new Privacy Hub in version 1.38 of the browser is designed to educate users about trackers and other privacy threats Brave is blocking.
This update also improves...
Apple is preparing for the Worldwide Developers Conference that's set to kick off in less than two weeks, and today updated the Apple Developer app with information about the 2022 event.
The Apple Developer app has details on session videos, Digital Lounges, labs, coding challenges, and more for WWDC 2022, allowing developers to sign up to participate directly within the app.
Developers...
Popular Stories
Leaker Jon Prosser today shared ostensibly accurate renders of the iPhone 14 Pro, providing the most accurate look yet at what the device could look like when it launches later this year.
In the latest video on YouTube channel Front Page Tech, Prosser revealed renders of the iPhone 14 Pro made by Apple concept graphic designer Ian Zelbo, highlighting a range of specific design changes...
Amazon is marking down a wide variety of 11-inch and 12.9-inch iPad Pro models this week, with prices starting as low as $749.00 for the 11-inch tablet. You'll find the full list of sales below, all of which can be found on Amazon.
Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep...
Apple appears to have recently updated the Wallet app to allow users to add an Apple Account Card, which displays the Apple credit balance associated with an Apple ID.
If you receive an App Store or Apple Store gift card, for example, it is added to an Apple Account that was previously visible in the App Store and Apple Store apps. As of today, the Apple Account balance can also be added to...
The iPhone 14 Max is currently behind schedule by around three weeks, according to Haitong International Securities analyst Jeff Pu.
Yesterday, Nikkei Asia reported that at least one iPhone 14 model was three weeks behind schedule due to the impact of lockdowns on Apple's supply chains in China, but it was not clear which iPhone 14 model this related to. Now, Pu has clarified that the model...
Last year's iPhone 13 Pro models were the first of Apple's smartphones to come with 120Hz ProMotion displays, and while the two iPhone 14 Pro models will continue to feature the technology, their screens could well boast expanded refresh rate variability this time round.
To bring ProMotion displays to the iPhone 13 Pro models, Apple adopted LTPO panel technology with variable refresh...
Apple in February unveiled a new "Tap to Pay on iPhone" feature that will allow compatible iPhones to accept payments via Apple Pay, contactless credit and debit cards, and other digital wallets, with no additional hardware required.
Apple began testing the feature at its Apple Park Visitor Center earlier this month, and now Bloomberg's Mark Gurman has tweeted that the feature will begin...
Apple today released tvOS 15.5.1, a minor update to the tvOS operating system that first launched in September 2021. tvOS 15.5.1 comes about 10 days after the launch of tvOS 15.5. tvOS 15.5.1 can be downloaded over the air on the Apple TV through the Settings app by going to System > Software Update. Apple TV owners who have automatic software updates...
Top Rated Comments
(I mean... okay: that last note is actually plausible. But still!)
I mean, personalized Ads have been found far more efficient than random Ads everywhere else.