https://techcrunch.com/2021/05/05/apple-expands-its-ad-business-with-a-new-app-store-ad-slot/

At the same time as it’s cracking down on the advertising businesses run by rivals, Apple is introducing a new way for developers to advertise on the App Store. Previously, developers could promote their apps after users initiated a search on the App Store by targeting specific keywords. For example, if you typed in “taxi,” you might then see an ad by Uber in the top slot above the search results. The new ad slot, however, will reach users before they search. This can expose the app to a wider audience.

This new and more prominent ad placement is found on the App Store’s Search tab, which sees millions of visits from Apple device owners every month. Today, the Search tab offers two sections below the search box itself: a “Discover” section that highlights current App Store trends, and a “Suggested” section with recommended apps and games to try. The ad will appear in the latter section at the top of the list of Suggested apps.