Google releases new ad tools for apps

Google has unveiled a series of updates and new tools for its app advertising community.

Announced at the Think Games at ChinaJoy conference in Shanghai this week, Google has added new integrations to its Google App campaigns platform, allowing app developers to expand their advertising across the Google network.

This includes Discover (formerly Google feed), a platform that helps more than 800 million monthly active users discover content related to their interests, such as news, gaming or sports. Discover is now available through App campaigns, allowing app ads to reach a greater, more relevant audience when they’re looking for new content.

The update has been rolled out in the US and will extend around the world in the coming months to markets including Malaysia, India, Japan, Pakistan and Indonesia.

In addition, app ads will now also appear on YouTube mobile search results, and also be available as in-stream skippable ads. Both functions will again allow developers to reach more user with their app ads.

On top of the new tools to increase reach, Google also enhanced the in-app ad opportunities for developers. Smart segmentation will allow interstitial ads to be segmented so they are only shown to users unlikely to make in-app purchases, thus protecting the app experience for paying users.

Moreover, Google has updated its AdMob Insights tool to let users know instantly if it detects abnormal changes to a developer’s key metrics, such as eCPM, impressions or revenue.

In a blog post, Sissie Hsiao, Google vice president of mobile app advertising, said: “In an increasingly competitive global market, it’s more important than ever for app developers to find better ways to build and grow their businesses.”