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.
Popular Stories
Apple’s Director of Machine Learning Resigns Due to Return to Office Work
Apple’s director of machine learning, Ian Goodfellow, has resigned from his role a little over four years after he joined the company after previously being one of Google’s top AI employees, according to The Verge’s Zoë Schiffer. Goodfellow reportedly broke the news to staff in an email, saying his resignation is in part due to Apple’s plan to return to in-person work, which required…
Apple Releases New 4E71 Firmware for AirPods, AirPods Max and AirPods Pro
Apple today released a new 4E71 firmware update for the AirPods 2, AirPods Max, and AirPods Pro, up from the 4C165 firmware that was released back in December. Apple has also released new 4E71 firmware for the AirPods 3, up from the 4C170 firmware that was released in January. Apple does not offer information on what’s included in refreshed firmware updates for the AirPods, so we don’t…
Former Apple Design Chief Jony Ive Shares His 12 Favorite Tools of the Trade
Former Apple design chief Jony Ive, who still partners with Apple on products, has revealed his 12 must-have design tools for making, marking, measuring, and carrying with him every day. The list appears in a special issue of Financial Times’ “How to Spend It” magazine (paywalled), of which Ive is guest editor, and the designer uses the opportunity to put the focus on his obsession with…
Apple CarPlay Workaround for Tesla Vehicles Now Available to Download
Apple CarPlay is now available for Tesla vehicles – but only for owners willing to resort to a workaround that uses a connected Raspberry Pi. In the face of Tesla’s apparent indifference to repeated calls to bring CarPlay to its automobiles, Polish developer Michał Gapiński demoed his success in bringing Apple’s in-car system to his Tesla Model 3 earlier this year. As noted by Tesla North, …
Apple Discontinues iPod Touch
Apple today announced that it is officially discontinuing the iPod touch, an out of date accessory that has been replaced by other devices like the iPhone and the iPad. Apple says that it is eliminating the iPod touch because its capabilities are available across Apple’s product lineup. The iPod touch is the last remaining device in the iPod lineup, and it has not been updated since May…
Apple Launches Limited-Time Bonus Trade-In Credit for iPhone, iPad, Mac, and Apple Watch in Many Countries
Apple has launched a special limited-time offer for iPhone, Apple Watch, Mac, and iPad trade-in that offers customers additional credit when trading in their only device for a new one. The offer is being run in several countries including the US, UK, Germany, Spain, Italy, South Korea, Japan, Taiwan, China, India, and France. In the UK, Apple is offering up to £50 of extra trade-in credit…
iPhone 14 Pro Models Rumored to Feature Slightly Larger Screen Sizes
Apple’s upcoming iPhone 14 Pro and iPhone 14 Pro Max models will feature slightly larger screen sizes compared to the iPhone 13 Pro and iPhone 13 Pro Max, according to information shared by display industry consultant Ross Young. When measured as a standard rectangular shape, Young said the iPhone 14 Pro will have a 6.12-inch screen, compared to a 6.06-inch screen on the iPhone 13 Pro….
Kuo: iPhone 15 to Switch From Lightning to USB-C in 2023
Apple will ditch its proprietary Lightning port and switch to USB-C on all or possibly some models of the iPhone 15 lineup destined to launch in the second half of 2023, Apple analyst Ming-Chi Kuo said today. Since the iPhone 5, Apple has kept the Lightning port on the iPhone, despite much of the industry moving to USB-C. In a tweet today, Kuo said that the latest supply chain survey…
![The ultimate in pet entertainment: Jolly Dog [Awesome Apps]](https://behalfofapple.com/wp-content/uploads/2023/10/Jolly-Pet-with-Dog-350x250.jpeg?crop=1)
