As noted by MacRumors, In an email to developers this week, Apple announced that app-related ads will begin appearing in the App Store’s main Today tab and in a “You Might Also Like” section at the bottom of individual app listings starting Tuesday, October 25.
This will take place in all countries except China. All ads in the App Store have a blue background and an “Ad” icon.
Here’s what Apple has to say on a developer page: With a Today tab ad, your app can appear prominently on the front page of the App Store — making it some of the first content users see when they begin their App Store visit. The prominence of this placement makes it a good option to drive awareness of your app, especially for new content launches, special events, and seasonal promotions. Note that Today tab ads aren’t currently available on the App Store in mainland China.
Each Today tab ad is created from a custom product page you set up in App Store Connect. For this ad placement, the custom product page used must include at least four portrait or five landscape assets.
Once your custom product page has been approved in App Store Connect, it will then need to be approved by Apple Search Ads to be used for advertising.