App Store hits 900 million subscriptions: Looks like Apple's going to need a bigger piggy bank

Hey 👋

Your dear friend Pipe Rise is here with the latest tech and performance marketing updates that'll make you say "Wow, I didn't know that!", all in less time than it takes to watch a TikTok.

In Today's Email:

1. App Store hits 900 million subscriptions: Looks like Apple's going to need a bigger piggy bank

2. PMax vs. Search: The battle for the Iron Throne

3. Meta empowers young users to shape their ad experience

WHAT SMART PEOPLE ARE TALKING ABOUT TODAY 👀

#1 - App Store hits 900 million subscriptions: Looks like Apple's going to need a bigger piggy bank

Ladies and gentlemen, gather round! The tech giant, Apple, has some exciting news to share. The App Store is raking in the dough and passing on the wealth - since 2008, they've paid out a whopping $320 billion to app developers!

That's like, a lot of zeroes.

And let's not forget, this is after they've taken their little cut. But the App Store isn't just a one-trick pony, it also has 900 million paid subscriptions across all of Apple's services, with the App Store being the driving force behind that number.

But it's not just the money that's impressive. 650 million visitors from 175 regions worldwide visit the App Store every week. It's like a digital Disneyland!

Sure, 2022 was a bit of a rollercoaster ride for the App Store and it may be facing a lawsuit by the DOJ, but let's be real, when you're making bank and getting 900 million subscriptions, a lawsuit is just a minor inconvenience.

#2 - PMax vs. Search: The battle for the Iron Throne

So it turns out Performance Max (PMax) isn't the "chosen one" over Search campaigns. According to Ginny Marvin, Google's Ads Liasion, "PMax isn’t “favored” over Search." Even though half the Google advertising world thought the reverse up until now, that PMax was the one ring to rule them all.

In other words, just because you're using the fancy PMax campaign type doesn't mean you'll automatically win over those sticking with good ol' Search campaigns. The platform uses Ad Rank to determine which ad to serve, taking into account factors such as relevance and bid amount.

So, there you have it folks, the truth is out, PMax is just like any other campaign type on the platform, no better no worse, just different. So, don't be fooled by the dark side of the force and remember that Ad Rank, not PMax, decides which ad will be served to the users.

#3 - Meta empowers young users to shape their ad experience

Meta is giving young people more control over the ads they see on Instagram and Facebook. This means that advertisers will only be able to use a limited amount of information to show ads to teens.

They won't be able to pick ads based on if you're a boy or a girl and they won't be able to pick ads based on who you follow or what you like on the app. Instead, advertisers will just use your age and where you live when targeting ads.

Soon, Instagram and Facebook will give teens special tools to pick which ads they want to see. This way, they can stop seeing ads for things they're not interested in and have more control over their privacy.

CHUCKLE OF THE DAY 😂

Apple retail investors when they see the words millions and billions on Apple's slide

And that's a wrap. Cya tomorrow 👋