Apple Search Ads
and privacy.

Apple Search Ads adheres to Apple’s privacy standards
by respecting user privacy and ensuring only relevant and
appropriate ads are shown.

Customer privacy is at the
center of everything we do.

Safe and transparent.

Only the same content approved to be on the App Store can be promoted in Apple Search Ads. Ads will have an 'Ad' mark and light blue background so users can identify them as paid placements.

No user tracking.

Apple Search Ads does not profile users based on their search queries, and no data from other Apple Apps – including Health, Apple Pay and HomeKit – is used to deliver ads.

No data sharing.

No individual user data is exposed to advertisers, only aggregate campaign delivery information is made available.

Minors protected.

No ads will be shown to users whose Apple ID is registered to a minor under 13 years of age, or whose account is registered as a Managed Apple ID.

Apple Search Ads is designed to help users discover apps, and to give developers more control over finding new customers. To ensure we deliver the most relevant ads in response to search queries, the following information is used to determine the ads that are presented at the top of search results.

App Store data.

This includes information provided by developers to define and categorise their apps. It also includes insights derived from non-personal historical search terms, App Store downloads, App Store browsing activity and in-app purchases.

Developer data.

This includes information that individual developers have collected through their relationship with you based on your direct interactions with them. This information is only available for use by the specific developer (and their authorised agents) in the creation and display of Apple Search Ads, and is not available for use by other third parties.

App transaction data.

This includes historical information about your transactions on the App Store, including apps you have downloaded and in-app purchases you’ve made.

Contextual information.

This includes your device type, iOS version, time of day, device location and search query.

Advertisers have the ability to select user segments based on this information when setting up their campaigns to guide the delivery of their ads. However, no user segment can be smaller than 5,000 people. No individual user data may be exported from Apple Search Ads, ensuring that only aggregate campaign delivery information is available and no individual user data is ever exposed to advertisers.

Apple Search Ads does not collect, use or disclose any information from children under 13 years of age. Additionally Apple Search Ads does not allow users under age 18 to be explicitly targeted.

Apple does not sell this
data to third parties.

All Apple Search Ads data collected by Apple is subject to the Apple Privacy Policy. Apple Search Ads does not use your personal data from any other Apple services such as Maps, Siri, iMessage and iCloud, or from your device through services and functionality such as Health, HomeKit, email, contacts and call history.

Disclosure to users.

Ads on the App Store will be marked with an “Ad” identifier which, when tapped, will disclose the information that was used to serve the ad, as well as information that Apple maintains about the customer’s account in order to deliver targeted ads on the App Store and Apple News.

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Easy control for users.

Users may opt out of receiving targeted ads. This prevents app transaction data, App Store browsing activity data and developer data from being used by Apple Search Ads. This opt-out can be enabled by opening “Settings”, then tapping on “Privacy”, then “Advertising” and sliding the Limit Ad Tracking switch to “on”.

Users may also opt out of receiving location-based advertising. This prevents location-based information from being used by Apple Search Ads. This opt-out can be enabled by opening “Settings”, then tapping on “Privacy”, then “Location Services”, then “System Services” and sliding the Location-Based Apple Ads switch to “Off”.