Apple Ads is Apple's advertising platform. It places ads on the App Store, Apple Maps and Apple News, and sells ad offers around MLS soccer matches and Formula 1 (F1). For an app maker the main product is ads on the App Store, which help people find and download an app.
App Store ads appear in four places: the Today tab, the Search tab, search results, and the product pages of other apps. For search results the advertiser picks keywords, or uses suggested ones, and the ad is shown when a person's search term matches; Apple chooses ads with contextual signals and minimal user data. Bids are set by hand or by the Maximize Conversions strategy, which bids automatically. Dashboards show impressions, installs and average cost per acquisition. APIs let other software manage campaigns and, through the Attribution API, link app downloads to the campaign that caused them.
Pricing is cost per tap (CPT): the advertiser pays only when a person taps the ad, sets the highest amount it will pay for one tap, and can change it at any time.