Google joined an Interactive Advertising Bureau-led working group to simplify and standardize in-app viewability measurement, and on Wednesday the company revealed plans to integrate the IAB Tech Lab’s Open Measurement SDK into Google Mobile Ads (GMA) and Interactive Media Ads (IMA) SDKs.
The idea is to help developers save time and have the data to show advertisers their ads are being seen and are working.
In the past developers who needed to report viewability data to advertisers have had to integrate multiple SDKs and integrate disparate methodologies. Starting this week developers on DoubleClick can request to join this beta.
Google also announced that developers on AdMob will have access to rewarded ad metrics such as opt-in rate, consumption rate and rate of reward use. It should help to address questions such as whether users opt-in when the ad is shown after they play Level 1 or Level 4, for example.
Developers on Google’s platform have driven more than 10 billion app installs in AdWords, and on Wednesday at I/O 2018 the company plans to announce several new innovations for AdWords and AdMob to help marketers find app users.
View through conversion (VTC) reporting also will become available to AdWords app advertisers later this month. The feature aims to help marketers understand the viewable ad impressions associated with conversions such as how well a brand’s video and display ads influenced app installs.
VTC reporting will consider only impressions that meet the Media Rating Council (MRC) definition of ad viewability, explains Sissie Hsiao, vice president of product, mobile app advertising at Google, in a blog post.
In the coming months, in addition to viewability measurement, Google will launch a beta allowing developers to serve relevant app content within ads. The shopping app Wish, for example, can link its product catalog to AdWords to serve in-app product images and descriptions directly in its ads that are relevant to the user.