Google Gears up for Behavioral In-App Ads

Search engine giant Google is getting ready to offer behavioral ads through its iOS and Android applications. Establishing itself as a leader in providing mobile ads, Google is also gearing up for a new technology that will allow them to keep tabs on conversions from handsets that ran iOS and Android platforms.

In order to keep track of these conversions, Google will make use of unique ID numbers that come with every mobile handset. With the help of these device identifiers and the phone user’s in-application behavior and preferences, Google will be able to help advertisers with more targeted ads.

Although there are now a number of carpeting firms making use of these device identifiers Google has, till now, avoided utilizing these unique ID numbers due to privacy concerns.

With the help of this technology, Google will be able to filter spam more effectively and increase conversions by running ads based on the interest of the user. So in practice, the technology should allow only relevant in-app ads to be shown with the number of irrelevant in-app ads minimized.

All in all, this would improve the user’s experience in utilizing Google’s applications at the same time strategically help advertisers and developers.

In order to assure mobile phone users that their privacy will not be breached, Google assures that ID tracking is done anonymously and that it is virtually impossible for them to collect personal information throughout the process.

Privacy is protected by linking the static device identifier with an anonymous ID which is specifically stated in Google’s ads preferences section.

At the same time, individuals who are still uncomfortable with the process despite the safeguards can opt out of the service by changing the settings on the Google search app and “Android Market” settings for iOS and Android devices respectively.

The best thing about this service which Google plans on unveiling in the very near future is that advertisers will be able to get more for their money. By tracking the behavior of users as well as their preferences, Google can choose to place appropriate and relevant in-app ads. This way, there will be a general improvement in conversions.

At the same time, users will not have to contend with misplaced ads that seem a bit off at best and “spammy” at worst. The use of anonymous ID and ID-based targeting will be utilized only within applications while mobile web targeting will make use of cookies.

About the author


I am Vishal Gaikar, Engineer, Web Addicted, Living in Maharastra, India. Email Me @

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