Apple today announced it is officially rolling out a new ad format for the App Store. The new Today tab format is more compact than the previous full-height card design but is viewable immediately upon opening the tab on the iPhone. The previous design required the user to scroll down the page to see it.
A nonsponsored slot continues to take the first position, but the ad placement is now always above the fold. The new format also allows Apple to make it easier for advertisers to submit campaigns and get approved more quickly.
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