Google Announces Rebuilt AdMob Developer Tools With Smarter App Promotion, Local Currency Support

Posted: May 16, 2013 in Advertising, GT, Mobile
Tags: ,

Mobile app developers using Google’s AdMob ad
network will start seeing a new version that has been
rebuilt “in a ground-up sort of way,” according to
Jonathan Alferness, director of product management
for mobile ads. The update, which starts rolling out today, also brings
AdMob more in line with Google’s other ad platforms.
That’s something the company has been working on
since it acquired AdMob in 2010, for example by
integrating AdMob with AdWords, but Alferness said
today is the “culmination” of all that work, and that the new AdMob can be more easily extended with new
features, setting the stage for future improvements. More concretely, Google says there are a number of
new features in the current update, including a version
of the AdWords Conversion Optimizer, which allows
developers to identify the cost-per-acquisition that
they’re aiming for. It then automatically runs the ad
types that are best-suited to drive the most app installations on that budget. There are also new filters
allowing developers to block specific topics or
specific ads for showing up in their apps. There’s a
new setup for AdMob Mediation for showing ads from
multiple networks. And AdMob now supports payment
in local currencies. There’s a new interface, too — Google didn’t show it
to me, but Alferness said it fits much better with
Google’s other ad platforms. At the same time it will
have “a lot of the same tools, a lot of the same
functionality,” so developers used to the old system
won’t feel like “a fish out of water.” “We’re continuing to see changes in the actual app
monetization industry,” Alferness added. “The
platform enables us to grow and pivot and change.
You can look at the platform and start to imagine
missing pieces — one of the areas where we know
that we have more work to do is tracking and analytics.” However, as AdMob changes, Alferness says the
central vision remains the same: “We’d love to be a
one-stop place for app developers to come to deal
with various Google technologies.” And if mobile apps
move to new business models, he wants AdMob to
move with them.

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