Starting from IOS / ipados 15, Apple introduced a new "personalized ads" toggle key in the setting process, making it easier for users to turn off personalized ads in Apple applications, such as app store, apple news and stocks.
In a presentation shared with advertisers, apple cited internal data that showed 78% of IOS / [iPad] on the app store in the first quarter of 2022( https://apple.pvxt.net/c/1251234/435400/7639?u=https%3A%2F%2Fwww.apple.com%2Fcn%2Fipad%2F ) The search volume of OS 15 comes from the device that has turned off "personalized advertising", which covers all countries and regions of Apple's search advertising business.
In this presentation, advertisers can reach interested users without applying audience positioning to search results activities. In the first quarter of 2022, Apple's internal data showed that in all countries and regions with search advertising business, the average conversion rate of search advertising of IOS 15 users who opened personalized advertising was 62.1%, while the conversion rate of IOS 15 users who closed personalized advertising was 62.5%.
Apple said that search terms are a direct signal of intention. In the speech, it said that 70% of app store visitors use search to find their next application. Apple's personalized advertising relies entirely on first-party data. For example, in the app store and apple news, apple said that users' search and download history may be used to provide them with relevant search advertisements. In apple news and stocks, the provision of advertisements is based in part on what users read or follow, including the publishers they have enabled notifications.