In iOS 10, those using search in the App Store might see an ad for an app along with the search response. These Search Ads are marked advertisements for apps, and help developers find iOS users looking for apps similar to theirs. Developers are invited to opt-in to the Search Ads beta right now for free. Those who do take part will have their ads appear for those Apple Developer Program and Apple Beta Software Program members who have downloaded the iOS 10 beta. That just might result in some new subscribers for the advertised apps.
Once the beta period ends, developers will be able to bid … – Source
Apple seeks developers for the Search Ads beta
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