Google's I/O developer conference is well underway, and the company had some news to announce for advertisers and publishers. With the new tools and services, it should be easier for advertisers to find the right users to advertise for, and app publishers should be able to monetize their offerings more easily.
For advertisers, Google is offering the option to bid on a target return on ad spend (tROAS) for Google App campaigns, which essentially means they can automatically spend more in advertising for users who are more likely to spend more in return, and advertise less for those who are less likely to spend money. This feature will be available globally next month for Android and iOS campaigns.
Google is also making it easier to get the right ads to the right places, so you're now automatically eligible to promote your app in two new placements on the YouTube website as long as you have one landscape image and one video. One of those placements is on the homepage feed, and the other is inside a video stream.
You can also now create ad groups for the same campaign, so you can create groups with different themes or messages to target different consumers. Lastly, Google is partnering with eight advertising agencies, including Vidmob and Consumer Acquisition.
For app publishers, Google is making monetization easier with the general availability of Open Bidding later this year. The service was launched in closed beta last year, and it essentially allows advertising networks to bid openly for any given impression in an app, it also automatically selects the highest offer. This means that app publishers will automatically get the best offer for every impression in their app.
Google also has a few new AdMob tools. Image search allows you to find and remove bad ads across every campaign and size using a single screenshot of the ad. Maximum ad content rating can help prevent inappropriate ads from being shown to young users. Finally, Google is bringing user metrics, such as average session time and daily active users, into a new card on the AdMob dashboard, making that information more readily available to act on. Publishers should be able to respond more quickly to any changes in user metrics to maximize the monetization of their apps.