App developers will inherit the Earth – and Google wants a piece of that.
That’s why advertising was high on the agenda for the first time on day one of Google’s I/O developer conference in San Francisco on Thursday.
Although Android’s market share is massive – according to IDC, Android has 78% of the market, versus Apple’s comparatively paltry 18% – it’s not always the platform of choice for developers, who are more attracted to Apple’s most robust mobile monetization tools.
Google might be king of the desktop, but “advertising on Google is challenging for most developers because of the incredibly large quantity of inventory available and the lack of sophisticated bidding tools,” said AppLovin CEO and co-founder Adam Foroughi.
“The investments Google is making in marketing and analytics are a good first step, but Google will have to continue to invest more in marketing solutions and more evolved analytics that can give developers insights on their audience both on mobile and cross-screen/platform,” Foroughi said.
Like Apple, Facebook and even Yahoo, which held its first mobile developer conference in February, Google recognizes that developers are the life’s blood of a healthy app ecosystem and it’s finally rolling up its sleeves with tools to help devs build their business.
First off, Google announced additions to its ad network AdMob, including an audience-builder tool powered by Google Analytics. Basically, it’s a segmentation tool that lets developers split its users based on their app usage activity. Google is also planning to beef up its mobile native ad offering within AdMob, although that feature won’t be available for a few months.
To round it out, Google announced mobile app install campaign attribution within Google Analytics, as well as a new AdWords product dubbed Universal App Campaigns geared toward smaller developers, which gives them the ability to blast their app promo campaigns across search, Google Play, AdMob, the Google Display Network and YouTube at once.
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