Apple Signals Broader Expansion of Its Advertising Business

Apple already sells ad placements in App Store search results and on store pages, and recently added a second search placement. The company has also launched ads in Apple Maps.

The expansion is supported by a unified campaign-optimization API that covers Maps and other placements. Apple has also renamed SKAdNetwork as Ads Attribution Kit and Apple Search Ads as Apple Ads.

Apple’s updated advertising agreement is described as permitting ads on third-party websites and apps. Taken together, these changes may indicate plans for a broader advertising network competing with services such as AppLovin, although the timing and scale of any expansion remain unclear.