Google has been showing ads in the Play Store for a long time. But now the company is going one step further and is also showing ads in the search function of the app store.
Apple recently made the controversial decision to also display ads in the App Store search. Google is following suit and testing more advertising in the Play Store.
Ads instead of search history
What this means for users is showing ads in search results on the Play Store. So far, when you open the search, the last searched terms appear. However, some users are now offered apps for installation instead. Instead of the last searches, three apps appear with names and icons. The search history only reappears when users enter a letter.
Ads not flagged in Play Store search
Normally, advertisements in the Play Store are marked as such. Google uses a “Recommendations” section and classic “Promotional” markers above boxes that contain app suggestions. The ads in the search function, on the other hand, are in no way recognizable as such. It is therefore not clear whether the developers paid to place the apps there or whether they are relevant suggestions for the users. Therefore, they can be misleading for users who actually want to search for another app.
So far, the ads in the search results appear to be a test run, as they are not showing up for all users. Such advertising is a sensitive issue. Apple had to pause the ads in the App Store search immediately after their introduction because they has been inundated by gambling apps. This is problematic mainly because the gambling apps appeared even when searching for apps to deal with gambling addiction. So Google runs the risk of making the same mistake.