Come this September, Google will radically simplify its targeting and exclusion controls for Google Display Network ads on mobile devices. The change will come in the form of eliminating the adsenseformobileapps.com placement exclusion, which allowed advertisers to specifically remove mobile in-app ads as possible inventory within their campaigns.Moving forward, advertisers will be able to set their exclusion preferences based on device type. For example, instead of targeting mobile devices by Mobile app, Mobile app interstitial, or Mobile web, all mobile placements will now be targeted (or excluded). The same format will also be applied to Tablet targeting.
For advertisers, this change signifies a greater shift within the in-app landscape. Developers will look to capitalize on the influx of inventory by creating additional sources of revenue (i.e new ways for users to look at ads). As the mobile advertising market continues to grow, projected to increase to 31% of global expenditure by 2020, the search giant understands just how important the in-app category is to its overall revenue.
Google has already set the stage for future innovation by partnering with Unity, a massively popular game development platform, that will allow Google’s advertisers direct access to Unity’s global mobile gaming ad inventory. With more than 9.4 billion ad impressions on a monthly basis over 1.5 billion devices and the freedom to cater the experience internally, it’s no wonder that Google wants more advertisers to compete over this space.
In order to break through on these channels, advertisers must ensure that their ad units are catered to specific devices and placements, as well as provide thoughtful, relevant and non-disruptive content. In an age where UX clearly dictates that mobile ads hurt the overall experience, brands that are able to add value will have a great chance of standing out and driving conversions.