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 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...
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...
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...
Apple has removed an app that it was unknowingly hosting on the App Store that scammed Facebook advertisers and led hackers to use advertisers' ad budgets to run possibly malicious ads on Facebook's platforms, Business Insider reports.
The app previously ranked highly on the App Store when searching for "Facebook ads manager," the app used by advertisers to control their presence and ads...
Wednesday September 21, 2022 4:25 am PDT by
Sami FathiIt's been nine days since Apple released iOS 16 to the public, bringing major changes to the Lock Screen, Messages, Maps, and more. In the days following the release, some users have encountered several issues on their iPhones, ranging from slow system performance to battery drain.
In the past few days, iPhone 14 Pro users have shared specific bugs related to Apple's latest high-end iPhones, ...
Security researchers discovered 10 "adware" apps on the App Store that were engaging in ad fraud, according to a report from Bleeping Computer. The apps were designed to generate revenue by impersonating legitimate apps and presenting a deluge of ads to iPhone users.
Discovered by HUMAN's Satori Threat Intelligence team, the mobile apps are part of an ad fraud campaign they're calling...
Wednesday September 14, 2022 3:33 am PDT by
Sami FathiIf you updated to iOS 16 this week, you might notice your iPhone's battery draining faster than you remember before you got Apple's latest update.
While you may be quick to point a finger at the update itself as the culprit, there are several reasons why you may notice your battery draining a bit faster in the days after the update. We've listed some reasons below and how you can address...
Thursday September 22, 2022 5:12 am PDT by
Sami FathiMeta is facing a new proposed class action lawsuit that accuses it of tracking and collecting the personal data of iPhone users, despite features and policies made by Apple which are meant to stop that same type of tracking.
In August, it was revealed that with the Facebook and Instagram apps, Meta can track all of a user's key taps, keyboard inputs, and more, when using the in-app browser....
Popular Stories
An Apple Watch Ultra user has modified their new device's casing to add a brushed finish and remove the orange color of the Action Button in an effort to make it more visually appealing.
The Apple Watch Ultra offers the first complete redesign of the Apple Watch since the product line's announcement in 2014, and while the design has been met with praise from many users, some have criticized...
Wednesday September 28, 2022 4:27 pm PDT by
Juli CloverThe Dark Sky weather app that's owned by Apple is no longer available for download in the U.S. App Store, suggesting that it has been removed ahead of schedule.
Apple acquired Dark Sky back in March 2020 and has since incorporated elements of the app into the Weather app available on the iPhone (and soon, the iPad).
Dark Sky remained available for purchase as a standalone weather app...
The iPhone 14 Pro and Pro Max introduce some major improvements in camera technology, adding a 48-megapixel lens and low-light improvements across all lenses with the new Photonic Engine. We've spent the last week working on an in-depth comparison that pits the new iPhone 14 Pro Max against the prior-generation iPhone 13 Pro Max to see just how much better the iPhone 14 Pro Max can be.
Subscrib ...
Sunday September 25, 2022 2:27 pm PDT by
Sami FathiA YouTuber has put Apple's claims for the durability of the Apple Watch Ultra to the test by putting it up against a drop test, a jar of nails, and repeated hits with a hammer to test the sapphire crystal protecting the display.
TechRax, a channel popular for testing the durability of products, first tested the Apple Watch Ultra by dropping it from around four feet high. The Apple Watch...
Thursday September 29, 2022 12:38 pm PDT by
Juli CloverTony Blevins, Apple's vice president of procurement, is set to depart the company after he made a crude comment about his profession in a recent TikTok video, reports Bloomberg.
Blevins was in a video by TikTok creator Daniel Mac, who was doing a series on the jobs of people he spotted with expensive cars. After seeing Blevins in an expensive Mercedes-Benz SLR McLaren, Mac asked Blevins what ...
Monday September 26, 2022 6:23 am PDT by
Sami FathiiPhone 14 Pro customers on the Verizon network in the U.S. are reporting issues with slow and unreliable 5G cellular connections and calls randomly dropping.
Several threads on Reddit (1,2,3) and the MacRumors forums chronicle issues faced by Verizon customers and Apple's latest iPhone. According to user reports, signal strength on the iPhone 14 Pro is unreliable and weak, while other...
Wednesday September 28, 2022 10:22 am PDT by
Juli CloverApple has seen high demand for the 6.7-inch iPhone 14 Pro Max, which could lead the company to further differentiate the next-generation iPhone 15 Pro and Pro Max, according to Apple analyst Ming-Chi Kuo. Apple could add exclusive features to the iPhone 15 Pro Max in an effort to encourage more people to purchase the larger and more expensive device.
Kuo last week said that Apple asked...
Earlier this month, Apple announced that iOS 16.1 will enable a new Live Activities feature that allows iPhone users to stay on top of things that are happening in real time, such as a sports game or a food delivery order, right from the Lock Screen. On the iPhone 14 Pro and Pro Max, Live Activities also integrate with the Dynamic Island.
Premier League match in Dynamic Island via Paul Bradford ...
Apple today released new betas of iOS 16.1 and iPadOS 16.1 to developers, tweaking some of the functionality that's been introduced in prior betas and in the case of iPadOS 16.1, adding a major new feature to Stage Manager.
We've rounded up everything new in both betas below.
Wallpaper Updates
Apple has updated the Wallpaper section of the Settings app to allow users to swap between...
Monday September 26, 2022 7:34 am PDT by
Sami FathiToday marks exactly two weeks since Apple released iOS 16 to the public. Besides the personalized Lock Screen, major changes in Messages, and new features in Maps, the update has also seen its fair share of bugs, performance problems, battery drain, and more.
After major iOS updates, it's normal for some users to report having issues with the new update, but such reports usually subside in...
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.