According to reports, Apple is experimenting with a new AI-powered advertising tool
It seems like the possibilities with Artificial Intelligence are endless. With every passing day, we are coming across more and more companies adopting AI for certain purposes. One such example is Apple. A Business Insider report asserts that the company is experimenting with a new tool that uses AI to optimize ad placement in the App Store. Well, this is a similar approach adopted by Google and Meta.
Currently, the new tool is under testing with a few advertisers. The main agenda behind this is to streamline the ad process. Details like budget, target audience, and desired regions are shared by advertisers. These details are then processed by AI that finds out the most effective placement for ads across the current ad slots of the App Store. These consist of the “Search Tags,” “Search Results,” “You Might Also Like” suggestions, and advertisements that show up on the App Store’s “Today” page.
Currently, we have successful AI-powered ad platforms like Performance Max and Advantage+ from Google and Meta respectively. According to experts, this is only the beginning for Apple, which may eventually extend its AI-powered advertising initiatives to other services like Books, Apple TV+, Maps, and even its recently released sports app.
According to Eric Seufert, an analyst and investor specializing in mobile development, automated tools like Pmax require several placements in order to generate value. In the past, Bloomberg’s Mark Gurman suggested that Apple’s ad strategy might include more apps other than App Store. Recently, Apple has hired Joseph Cady. Cady is an experienced ad executive with expertise in areas like targeted and data-driven ads. Given Cady’s experience forming alliances with major businesses like Amazon, Google, and TikTok, it is possible that Apple is getting ready to join a more aggressive advertising market.
There is nothing official from the company regarding the AI-powered ad placement tool. However, the Business Insider’s report suggests that there could be a formal announcement in the upcoming months. This action suggests that Apple’s advertising approach may be changing. They may employ AI to tailor user experiences and create new revenue sources at the same time.
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