"Search is the way most people find and download apps on the App Store, with nearly 65 percent of downloads happening directly after a search. To help give advertisers more opportunities to drive downloads from search results, Apple Ads will introduce additional ads across search queries. You don't need to change your campaign in order to be eligible for any new positions. Your ad will run in either the existing position - at the top of search results - or further down in search results."
"Advertisers and developers won't be able to select or bid for a particular position. Instead, an ad can appear in any of the available ad positions based on factors including the amount of the bid and where that ranks in the auction. Additionally, the position of the ad could vary even within the same campaign. For advertisers and developers, billing remains on cost per tap or cost per install."
Apple is expanding the number of ads that can appear in App Store search results by adding additional placements beyond the single top slot. The new ad units will appear further down in search results while using the same ad format with a default or custom product page and an optional deep link. Placement will be determined by auction factors such as bid amount; advertisers cannot select or bid for specific positions and ad position may vary within a campaign. Billing remains cost-per-tap or cost-per-install, and existing campaigns will be eligible when the new spots launch in 2026. Search accounts for nearly 65 percent of downloads.
Read at 9to5Mac
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