Apple will show more ads in App Store search results from March 3
MacRumors’ report on Apple expanding App Store search ads: phased rollout, multiple positions in search results, and what advertisers can (and can’t) control.
Original article (source): MacRumors - “Apple to Show More Ads in App Store Starting in March”
What’s changing
MacRumors reports Apple told developers it will start showing additional ads in App Store search results starting Tuesday, March 3.
Key detail: instead of one sponsored result at the top, there will be multiple sponsored placements that can appear further down the results list.
Rollout timing
- First markets: UK + Japan
- Then other markets, with a goal of all markets by end of March
What advertisers can control (and can’t)
The report (citing Apple’s help page) says:
- existing Search Results campaigns are automatically eligible
- you can’t choose a specific position or bid separately by position
In practice, this likely increases volatility in:
- impression distribution across queries
- CTR/CVR by placement
- marginal CPC/CPT dynamics as inventory expands
Why it matters for ASO + UA teams
If users see more ads per search, it can:
- compress organic visibility “above the fold”
- increase the value of conversion rate improvements (store listing becomes more performance-like)
- make query hygiene (match types, negatives) even more important
Read the original: https://www.macrumors.com/2026/01/23/more-app-store-ads-coming-soon/
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