Google on Thursday began rolling out a revamped version of its AdMob mobile ad network aimed at helping developers better promote and monetize their apps. Unveiled at the company’s I/O developer’s conference, the upgraded AdMob in part incorporates technology from Google’s other key ad platforms, such as AdSense and AdWords.
Among the tools adapted from AdWords, for example, is the Conversion Optimizer, which automatically runs ads when they’re most likely to lead to an app install, based on the cost per acquisition set by the developer. The updated AdMob also promises users more control over ads that appear in their apps with new filters for blocking “sensitive” categories.
The mobile ad platform’s mediation feature, which lets developers show ads in their apps from multiple ad networks, has a new, simplified set up. On the analytics side, a refreshed reporting interface is designed to let users slice data various ways and break down reports over time by app or ad unit, platform, country, bid type and other criteria.
To help boost in-app transactions, AdMob also supports local currencies within apps. Starting today, developers using the ad network, will be prompted through their accounts to update to the updated version of AdMob, which will be rolled out globally in the coming months.
The move underscores Google’s ongoing integration of the mobile ad network into its broader ad ecosystem. Last year, AdMob became part of Ad Words, allowing advertisers to extend campaigns across the mobile ad network through a single dashboard. Google’s Android storefront, Google Play, offers some 800,000 Android apps overall, roughly the same as Apple’s rival App Store.
Facebook has also stepped up its ad offerings for developers this year with the launch of app install ads, which send users directly to Google Play or the App Store to download apps. Facebook said 40% of the 100 top-grossing iOS and Android apps were using app install ads in the first quarter.