Tokyo's Irep Gears Up For Google AdWords Shift

RTM Daily wrote back in February that the Google AdWords update could shake up mobile RTB. Internet marketing services provider Irep recently announced the "Smartphone Bidding Optimization Support Tool," a tool designed to make that transition as smooth as possible.

Google's update, called Enhanced Campaigns, combines paid search ads on mobile and desktop. It will force more advertisers to mobile by the end of summer, and Irep fears that digital advertisers could end up lost in translation. In a release, the Tokyo-based company said that the biggest issue advertisers will face is the independent bidding prices they have set up for mobile and desktop based on keywords. According to the release, when Enhanced Campaign is fully live there will be uniform bidding keywords among campaigns.

The Smartphone Bidding Optimization Support Tool is also designed to help advertisers set proper smartphone bidding prices. The exact impact the AdWords update has on the mobile RTB space remains to be seen, but at least one company is working on catching the newcomers up as quickly as possible.

Next story loading loading..