Apple has introduced a new ad format for the App Store’s Today tab. The updated design is more compact, making it immediately visible upon opening the tab on an iPhone, unlike the previous full-height card layout that required scrolling.
In the new format, sponsored ads are positioned above the fold, providing better visibility for advertisers. The streamlined design also simplifies the campaign submission and approval process for advertisers.
Starting in July, iPhone users with iOS 16.4 or later will begin seeing the new ad format. Unlike the previous format, the new design does not feature prominent hero artwork, allowing for easier approval of ad campaigns by focusing on app icon, name, and subtitle compliance with Apple’s policies.
When tapped, the ad will lead users to a custom product page showcasing advertiser-submitted artwork. Existing Today tab advertising campaigns will automatically transition to the new format in July.
The Today tab ad format was initially introduced in October 2022, expanding Search Ads to the Today tab and app product pages. This expansion faced criticism for displaying gambling and casino ads alongside legitimate app listings. In response, Apple ceased showing gambling ads in these slots.
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