Apple just created a new App Store ad slot. Here are the dating apps already winning it

Apple has quietly expanded the number of advertising placements available in App Store search results.

In early March 2026, a new Apple Ads placement began appearing in the UK, positioned directly beneath the #1 organic search result. Instead of showing only one sponsored result at the very top of the search page, App Store results can now contain multiple ad placements.

For advertisers, this changes the dynamics of App Store search dramatically.

Apps that consistently appear second in the Apple Ads auction stack, historically invisible, may now start receiving significant new impression volume.

To understand who benefits most from this change, we analysed 50 popular dating keywords and brand searches in the UK App Store, identifying which apps appear most frequently in auction position #2.

Why position #2?

If the new ad slot consistently appears beneath the top organic result, then the runner-up in the auction effectively becomes the next visible ad.

In other words, second place may suddenly become one of the most valuable positions in Apple Ads.

The UK dating apps already benefiting

Across the dataset, 26 different apps appeared in the #2 auction position, but the gains are heavily concentrated among a handful of apps.

The top two apps alone account for 28% of all #2 placements.

UK #2 auction leaderboard

Chart: UK apps winning the #2 auction slot

This chart shows how often each app appears as the second advertiser in the Apple Ads auction stack.

The concentration is striking, a small group of apps capture a significant share of these runner-up positions.

High-value keyword wins

Not all #2 placements are equal.

Some apps appear in position #2 on extremely high-traffic keywords, which could generate far larger impression gains once the new placement scales.

Examples from the dataset include:

Chart: highest-traffic dating keywords in the dataset

These keywords represent the largest potential impression pools created by the new Apple Ads placement.

A few surprises in the auction stack

The dataset also revealed some unexpected competitors.

For example, Flo Cycle & Period Tracker appears in position #2 for some dating-related searches. This highlights how relationship, health and lifestyle apps can compete across overlapping keyword spaces.

We also see several niche dating platforms appearing repeatedly:

• ThaiCupid
• Salams (Muslim dating)
• Ark (Christian dating)

This reflects the growing importance of long-tail and community-specific dating audiences in App Store search.

Market concentration of runner-up winners

The #2 slot is not evenly distributed.

A small number of apps capture a disproportionate share of runner-up auction wins, which means the new placement could amplify existing auction leaders.

Chart: market concentration of runner-up auction winners

Who will benefit when the US rollout happens

The new ad placement has not yet launched in the US, but Apple is expected to expand it globally later this month.

To estimate which apps might benefit most when that happens, we analysed the same 50 dating keywords in the US App Store, again looking at which apps most frequently appear in auction position #2.

Likely US winners

Chart: US apps most likely to benefit

Here the clear standout is Hily, which appears in 20% of all #2 auction positions across the dataset.

If the US rollout mirrors the UK placement, Hily could see one of the largest increases in Apple Ads impressions among dating apps.

UK vs US: runner-up winners side-by-side

To make the shift easier to see, here is a direct comparison of runner-up winners in the UK vs the US.

Chart: UK vs US comparison

Why this Apple Ads change matters

Historically, App Store search advertising worked like this:

One sponsored result = winner takes most visibility.

Now Apple is gradually introducing multiple ad placements within search results.

If the new slot consistently sits beneath the #1 organic result:

• Auction position #2 becomes far more valuable
• Impression share expands across more advertisers
• Apps that consistently finish second suddenly gain visibility

In other words, being second in the auction is no longer a loss. It may be a strategic advantage.

Strategy takeaways for Apple Ads teams

1) The #2 auction position now has real value

Historically finishing second meant no visibility.

Now it could mean appearing directly beneath the top organic app.

2) Impression inventory will increase

More ad placements means more total ad impressions, potentially lowering CPIs in the short term.

3) Competition will intensify quickly

Once advertisers recognise the value of the new placement, bidding pressure will likely increase, especially on high-intent category terms.

Methodology

This analysis used APPlyzer Apple Ads auction data across 50 dating-related keywords.

Dataset parameters:

• UK App Store (iOS, en-GB)
• US App Store (iOS, en-US)
• Top 5 Apple Ads auction positions captured for each keyword
• Snapshot collected March 2026

To identify likely winners of the new ad placement, we counted how frequently each app appeared in auction position #2.

This is the position most likely to surface in the new ad slot appearing beneath the top organic result.

The bigger picture

Apple has steadily expanded App Store advertising over the past several years, introducing placements across:

• Search results
• The Search tab
• The Today tab
• Product pages

The UK rollout suggests Apple is continuing to increase the monetisation of App Store search while keeping the user experience largely intact.

For highly competitive categories like dating, the impact could be immediate.

And in this new environment, second place might suddenly be one of the most valuable positions in the auction.