Google announced a number of new advertising tools and solutions for mobile app developers at the Games Developer Summit 2024, including:
AI asset suggestions. Bid buyers in real time. The mediation toolkit has been improved. Improved A/B testing. Immersive in-game ads. Controlled and geographic-based experiments.
The tech giant said the updates are designed to “enhance creativity, diversify revenue and make data-driven decisions.”
AI asset suggestions. Google confirmed that image suggestions for app campaigns are now generally available, while text suggestions are currently in beta testing. These suggestions, including headlines, descriptions, and images, come from a variety of sources, including your website, the Google Play Store, your asset library, and stock images. They will now be displayed for you to review and add to your campaign during the build phase.
Bid buyers in real time. Google is bringing new real-time bid buyers to AdMob to “amplify revenue impact for app publishers.” Unity Ads Network and ironSource Ads will soon be able to bid on publisher inventory available with AdMob.
The mediation toolkit has been improved. AdMob is introducing an enhanced mediation targeting feature, soon to be available in beta, that enables personalized ad experiences based on different user behaviors. For example, this feature lets you adjust mediation settings, such as minimum prices, to better optimize ad interactions for users who are less likely to make in-app purchases.
Improved A/B testing. AdMob is launching an improved A/B testing tool for publishers experimenting with various mediation configurations. This tool will deliver results within days, accompanied by visual reports and comprehensive metrics. Improved A/B testing functionality will be available in beta soon.
Immersive in-game ads. AdMob introduced immersive in-game ads, currently in closed beta. Developers like APPS, NewStory, Supercent and Unico Studio are actively testing this new ad format in their games.
Controlled experiments. In response to the evolving privacy landscape, Google is introducing controlled, geo-based experiments to accurately measure the ROI of incremental advertiser spend on iOS and Android app campaigns. This solution is currently available for campaigns targeting specific countries.
Why we care. Keeping up with new and improved Google features is essential because they’re usually designed to make your job easier, streamline campaign management, and increase campaign effectiveness to improve ROI.
What Google says. A Google spokesperson said in a statement:
“Each year, the gaming industry continues to stay at the forefront of innovation by adopting new technologies and growth strategies.” “As we continue to share more innovative advertising solutions, we hope you’ll have the ability to expand the scale and possibilities of your ad campaigns and monetization strategies.”
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deep dive. Read Google’s announcement in full for more information.
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