Apple will soon be adding a new advertising feature to its Search tab.
According to the Financial Times, Apple Suggested ads will be located in the Search tab resembling Google search ads.
Advertisers can promote their apps here even before a user enters a search query. In that sense, the ads act like app suggestions.
Apple has been testing the new ads since the start of the year with the roll-out of iOS 14.5 beta.
Search Ads generate around $1 billion in revenues for Apple each year.
App Store Search Ads were launched in 2016, but the new Suggested format differs in that users no longer need to search for an app.
It comes at a time when Apple’s app tracking transparency changes have disrupted the app marketing industry because targeted ads need permission from users to be shown.
Thirty-party tracking is no longer allowed, while first-party tracking continues to be enabled.
Apple has come under scrutiny from critics saying that its rules largely benefit the company.