Internal Apple data shows many iOS 15 users turn off personalized ads with minimal impact on App Store search ads

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Internal Apple data shows many iOS 15 users turn off personalized ads with minimal impact on App Store search ads
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Starting with iOS 15 and iPadOS 15, Apple introduced a new “Custom Ads” toggle during the setup process, making it easier for users to turn off personalized ads in Apple apps like the App Store, Apple News, and Stocks.

apple search ads app store
In a presentation shared with advertisers, retrieved by MacRumorsApple cited internal data showing that in the first quarter of 2022, 78% of search volume for iOS 15 and iPadOS 15 in the App Store came from devices with personalized ads turned off in all countries and regions. Where Apple Search Ads Business Is Available,

Apple’s presentation emphasizes that advertisers can reach interested users without implementing audience targeting in their search results campaign. In the first quarter of 2022, internal Apple data shows that search ads had an average conversion rate of 62.1% for iOS 15 users with personalized ads, compared to 62.5% for iOS 15 users with custom ads enabled. Personalized ads disabled in all countries and regions where search ads are available.

Apple said search terms are a direct indication of intent, and the filing indicates that 70% of App Store visitors use search to find their next app.

Apple’s personalized ads are based entirely on its own data. In the App Store and Apple News, for example, Apple states that a user’s search and download history can be used to show them relevant search ads. In Apple News & Stocks, ads are displayed based on what a user reads or follows, including publishers for whom they have enabled notifications.

It’s worth noting that this data is not related to the App Tracking Transparency Privacy feature, which only applies to apps that use third-party data to track users.

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