The news: Apple is bringing new ad formats to the App Store, expanding its growing advertising business even as the rest of the industry struggles to adapt to its AppTrackingTransparency (ATT) changes.
What’s new? App Store ads are mostly limited to the Search tab and its results, but two new ad placements will soon debut.
Why are App Store ads so powerful? Apple is an appealing advertising partner because of its large captive audience, and because its platforms aren’t affected by ATT the way others’ are.
Why does this matter? While the social media and mobile ad industry scrambles to find a post-ATT solution, Apple is sitting pretty on a growing advertising business. That stark difference is starting to attract critical eyes.
The big takeaway: ATT will face more scrutiny the longer competitors suffer and the more Apple’s share of the digital ad industry grows. But even so, the change is probably here to stay.