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.

apple search ads app store
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.

Top Rated Comments

LeadingHeat Avatar
8 months ago
Huh. Almost like search terms should be the only way ads are served. Almost like the old tv commercial days where the “ads” would be targeted towards what shows were playing and on what channels.
Score: 8 Votes (Like | Disagree)
contacos Avatar
8 months ago
I love how my ad blocker blocked this article ?

Attachment Image
Score: 7 Votes (Like | Disagree)
brofkand Avatar
8 months ago
I would prefer that there be NO ads in the app store, TYVM.
Score: 5 Votes (Like | Disagree)
zarmanto Avatar
8 months ago

I used to get so tired of personal care product ads.
Do I want them back? :oops:
I dunno... at least they're easy to ignore. The ads which most annoy me are the ones for a product which I just bought. I mean, seriously... Amazon knows exactly what I just ordered from them; why would they think that ads for five more products exactly like it -- including the one I actually bought -- would somehow entice me to order another one? Do they seriously have that little faith in the longevity of the products that they sell?

(I mean... okay: that last note is actually plausible. But still!)
Score: 4 Votes (Like | Disagree)
zarmanto Avatar
8 months ago
I feel a bit like this is Apple poking a finger at Google, Amazon and Facebook, and saying, "SEE! You don't really need all that user data that you're hoovering up, after all!"
Score: 2 Votes (Like | Disagree)
Nuno Lopes Avatar
8 months ago
Wouldn’t this imply that Apple algorithm is extremely inefficient or that the default has non spoken degree of personalization?

I mean, personalized Ads have been found far more efficient than random Ads everywhere else.
Score: 2 Votes (Like | Disagree)

Related Stories

new app store ads today tab

Apple Introducing New App Store Ads to Help Users Discover More Apps

Friday July 29, 2022 11:12 am PDT by
Apple today announced it is expanding its offering of how developers can promote their apps on the App Store, helping developers expand their reach and making it easier to discover more of what the App Store has to offer. Until now, Apple has offered developers two ad opportunities on the App Store: in the Search tab and within the Search results page. Both ad placements have been a...
App Store Ads

Apple Begins Showing More Ads in App Store

Tuesday October 25, 2022 11:26 am PDT by
As expected, Apple today announced that new ad placements are now available in the App Store, allowing developers to advertise their apps in more spots. Starting today, developers can now advertise their apps in the App Store's main Today tab and in a "You Might Also Like" section at the bottom of individual app listings in all countries except China. Ads are already beginning to appear in...
new app store ads today tab

Apple Announces More Ads Coming to App Store Starting Next Week

Saturday October 22, 2022 6:51 am PDT by
In an email to developers this week, Apple announced that app-related ads will begin appearing in the App Store's main Today tab and in a "You Might Also Like" section at the bottom of individual app listings starting Tuesday, October 25, in all countries except China. All ads in the App Store have a blue background and an "Ad" icon. "With a Today tab ad, your app can appear prominently on...
hey siri banner apple

Apple Losing Talent to Google Amid Push to Improve Spotlight and Launch Search Engine

Friday November 11, 2022 6:39 am PST by
Apple is seeking to improve Spotlight search, but is still years away from launching a search engine to rival Google, according to The Information. The paywalled report explains that Apple's search technology faces a setback amid loss of talent to Google. In 2018, Apple sought to bolster development of a web search engine by buying machine learning startup Laserlike, which was founded by...
App Store Ads

Report Reveals Apple Employees Internally Unhappy With Plans to Show More Ads to iPhone Users

Tuesday November 15, 2022 1:05 am PST by
A new report has revealed internal disagreement within Apple, causing some employees who work on the company's ads business to raise concerns that showing more ads to iPhone users ruins the premium experience that's been long offered to its customers, The Information reports. The lengthy report by The Information takes a deep dive into how Apple's ads team operates and internal concerns that ...
Apple Maps 2022

Gurman: Apple Planning to Show Ads in Maps App Starting Next Year

Sunday August 21, 2022 10:34 am PDT by
Apple plans to begin showing search ads in its Maps app on the iPhone starting next year, according to Bloomberg's Mark Gurman. "I believe the engineering work is already underway to launch search ads in the Apple Maps app, and we should begin to see it be implemented sometime next year," wrote Gurman, in the subscriber-only version of his "Power On" newsletter today. Ads in the Apple...
iphone 14 purple 2

'iPhone 14' Was the 8th Most Searched-For Term on Google in 2022

Wednesday December 7, 2022 7:15 am PST by
"iPhone 14" was the eighth most searched term around the world on Google in 2022, beaten by other terms such as Wordle, the World Cup, Ukraine, and the passing of Queen Elizabeth II. The revelation was made in Google's annual release of its "Year in Search," showing the most searched-for term in different categories, including news, people, movies, and more. "iPhone 14" was ranked on the...
apple maps 3d feature

Apple Has Internally Tested Injecting Ads Into Maps App Search Results [Updated]

Monday August 15, 2022 5:27 am PDT by
Apple is aiming to triple its ad revenue from $4 billion per year to double-digit figures by expanding its advertising to more apps, according to Bloomberg's Mark Gurman. Currently, Apple ads appear in App Store app searches, where developers pay for promoted spots in results, as well as more standard ads that appear in the News and Stocks apps. Apple also generates revenue with commercials...

Popular Stories

maxresdefault

Can't Get an iPhone 14 Pro? Here's Why You Should Wait for the iPhone 15 Ultra

Monday December 5, 2022 11:44 am PST by
Due to production issues at Apple supplier factories in China, the iPhone 14 Pro and iPhone 14 Pro Max are backordered and basically out of stock at every store. If you were planning to gift or receive an iPhone 14 Pro model for the holidays and didn't already get one, you're basically out of luck because they're gone until late December. Subscribe to the MacRumors YouTube channel for more ...
Apple advanced security Advanced Data Protection screen Feature

FBI Calls End-to-End Encryption 'Deeply Concerning' as Privacy Groups Hail Apple's Advanced Data Protection as a Victory for Users

Thursday December 8, 2022 2:45 am PST by
Apple yesterday announced that end-to-end encryption is coming to even more sensitive types of iCloud data, including device backups, messages, photos, and more, meeting the longstanding demand of both users and privacy groups who have rallied for the company to take the significant step forward in user privacy. iCloud end-to-end encryption, or what Apple calls "Advanced Data Protection,"...
General iOS 16 Feature Yellow

iOS 16.2 for iPhone Launching This Month With These 8 New Features

Thursday December 1, 2022 8:44 am PST by
Apple plans to publicly release iOS 16.2 for the iPhone in mid-December, according to Bloomberg's Mark Gurman. The update remains in beta testing for now, with at least eight new features and changes already uncovered so far. iOS 16.2 introduces a number of new features, including Apple's new whiteboard app Freeform, two new Lock Screen widgets for Sleep and Medications, the ability to hide...
maxresdefault

Hands-On With Apple Music Sing in iOS 16.2

Wednesday December 7, 2022 12:24 pm PST by
With the iOS 16.2 release candidate that came out today, Apple added the new Apple Music Sing feature that was announced earlier this week. We thought we'd check out the new karaoke feature to see how it works. Subscribe to the MacRumors YouTube channel for more videos. Apple Music Sing is available on modern iPhones and iPads, as well as the newest Apple TV 4K. It's built in to the Apple...
Apple car wheel icon feature yellow

Apple to Charge Under $100,000 for Apple Car, Launch Planned for 2026

Tuesday December 6, 2022 2:31 pm PST by
Apple is aiming to launch an Apple-branded consumer-oriented vehicle by 2026, and its goal is to hit a price point under $100,000 to make the car appeal to a wider range of customers, reports Bloomberg. Apple initially planned to design a car that might look similar to Canoo's Lifestyle Vehicle, where passengers could face one another in a limousine-style car with no steering wheel or...
General iOS 16 Feature Yellow

iOS 16.2 for iPhone Expected to Launch Next Week With These 12 New Features

Thursday December 8, 2022 7:05 am PST by
iOS 16.2 is expected to be released next week following nearly two months of beta testing. With last-minute additions like Apple Music Sing and Advanced Data Protection, the software update now has over a dozen new features for the iPhone. Below, we've recapped many of the new features coming with iOS 16.2, including Apple's new whiteboard app Freeform, two new Lock Screen widgets, the...
introducing apple music sing

Apple Music Adding a Karaoke Experience With Apple Music Sing

Tuesday December 6, 2022 7:09 am PST by
Apple today announced Apple Music Sing, a new feature in Apple Music that lets users sing their favorite songs with adjustable vocals and more. Apple Music Sing will utilize Apple Music's real-time lyrics to allow users to sing to their favorite songs using adjustable vocals, background vocals, and duet view to allow more than one singer.Apple Music Sing includes: Adjustable vocals: Users...
Twitter Feature

Twitter to Charge $11 Per Month for Twitter Blue on iPhone, $7 on Website

Wednesday December 7, 2022 6:47 pm PST by
Twitter plans to charge $11 per month for a Twitter Blue subscription on the iPhone in order to account for the 30 percent cut that Apple takes from in-app purchases, reports The Information. On the web, Twitter Blue will be priced at $7 per month. Prior to when Twitter Blue was paused, Twitter was charging $7.99 for a subscription, but the pricing will change before it relaunches. According ...
Apple advanced security Advanced Data Protection screen Feature

Apple Announces End-to-End Encryption Option for iCloud Photos, Notes, Backups, and More

Wednesday December 7, 2022 10:00 am PST by
Apple today announced it is expanding end-to-end encryption to many additional iCloud data categories on an opt-in basis for enhanced security. iCloud already protects 14 data categories using end-to-end encryption by default, including the Messages app when backups are disabled, passwords stored in iCloud Keychain, Health data, Apple Maps search history, Apple Card transactions, and more,...