Apple expanded the availability of Apple Search Ads into more markets on Tuesday, with developers now able to place advertising for their app in the App Store to target potential customers in an additional 46 countries.
An analyst is predicting that Apple's Search Ad business will generate $500 million in fiscal year 2018 alone — with it potentially quadrupling without any extra push by Apple or increase in ad prices by 2020.
A mistake in which Search Ads Basic reports were sent to the wrong developers was linked to a "processing error," and safeguards have been put in place to prevent a repeat incident, Apple said this week.
An issue with the way Apple provides reports to iPhone and iPad app developers about advertising and installation rates has been uncovered, with a number of app developers claiming to receive reports for apps belonging to other developers instead of their own creations.
Apple VP of Advertising Platforms Todd Teresi in a keynote Q&A session at the Postback conference in Seattle on Tuesday explained the company's switch away from iAd in favor of the new Search Ads platform, revealed never before seen internal metrics and discussed the future of app advertising.