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.
You can read more about the update here.