Beginning with iOS 15 and iPadOS 15, Apple introduced a new “Personalized Ads” toggle feature during the setup process that makes it easy for users to turn off personalized ads in Apple apps like the App Store, Apple News, and Stock.


In a presentation shared with advertisers, obtained by Mac rumorsApple cited internal data showing that in the first quarter of 2022, 78% of search volume in iOS 15 and iPadOS 15 on the App Store was from devices with customized ads turned off in all countries and regions where the search ad business is available from Apple.

Apple’s presentation confirms that advertisers can reach interested users without applying audience targeting to their search results campaign. In the first quarter of 2022, Apple’s internal data shows that search ads had an average conversion rate of 62.1% for iOS 15 users with personalized ads running versus 62.5% for iOS 15 users with personalized ads turned off in all countries and regions where they are located Search ads are available.

Apple said the search terms are a direct indication of intent, with the presentation stating that 70% of App Store visitors use the search to find their next app.

Personalized Apple ads are based solely on first-party data. In the App Store and Apple News, for example, Apple says that a user’s search and download history can be used to deliver relevant search ads. In Apple News and Stocks, ads are shown based in part on what the user reads or follows, including publishers who have enabled notifications.

It’s worth noting that this data is not associated with the Transparency app’s tracking privacy feature, which only applies to apps that use third-party data to track users.

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