Apple this week launched its App Store search advertising business in mainland China, five years after it arrived in the United States. Called Apple Search Ads, the targeted ads feature works similar to Google ads by letting developers bid to get advertising space for certain keywords.
Debuting Apple Search Ads in one of Apple’s biggest markets comes at the same time that Apple is cracking down on targeted advertising from other companies. Features like iOS 14’s App Transparency Tracker lets users opt out of personalized tracking from other companies. But while they’re struggling, Apple’s seemingly making the move to expand its own ad empire.