Ads on the App Store
and privacy

Privacy is at the center of everything we do. Apple Ads has been built from the ground up to respect privacy. Our advertising platform is designed to protect users’ information and give them control over how we use it for advertising.

No user tracking or
data sharing

Apple Ads doesn’t buy or share your personal information with other companies, and does not track you across apps and websites owned by other companies.
Users’ Apple Pay transactions, Health app data, and Home app data are not used by Apple Ads to deliver ads.

Easy control for users

Users may view and limit the information Apple uses to deliver relevant ads on the App Store to them by choosing whether to enable the Personalized Ads setting. They may also choose whether location-based information can be used to determine which ads they see. Learn more about ad preferences

Minors protected

Apple Ads doesn’t serve ads to any user whose Apple Account is registered to a minor under 13 years of age or set up as an educational Managed Apple Account. Nor do we collect, use, or disclose any information from them.

Apple Ads also doesn’t allow explicit targeting of people whose Apple Account is registered to a user under the age of 18.

Safe content

Every app on the App Store goes through a thorough review, as do the assets used to promote it. Only these approved assets can be used in Apple Ads campaigns.

Transparency and
disclosure

All ads on the App Store have an “Ad” mark so customers can identify the ads as paid placements. They can tap this mark to see the information used to serve the ad.

How we connect customers and
advertisers.

Apple Ads empowers advertisers, while protecting individuals.
On the App Store, advertisers have the ability to deliver personalized ads to customer segments, which are groups of people who share similar characteristics. Information about customers — such as their interactions with ads, downloads, and limited Apple Account information — may be used to determine which segments they’re assigned to, and which ads they receive. To protect privacy and ensure that no customer can be individually targeted, personalized ads are delivered only if more than 5,000 people meet the targeting criteria selected by an advertiser.
When selecting which ad to display from multiple ads for which a customer is eligible, we may use some of the above-mentioned information, as well as their App Store searches and browsing activity, to determine which ad is likely to be most relevant. App Store browsing activity includes the content and apps a customer taps and views while browsing the App Store. This information is aggregated across users so that it does not identify an individual customer.
Learn more about App Store and privacy
Learn more about privacy and Apple Advertising