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Google Inc (NASDAQ:GOOG) is the indisputable leader in the space of online advertising but has lagged in the mobile advertising space. At the Google I/O conference in San Francisco, the software giant announced measures to ramp up its mobile advertising.

Facebook Inc (NASDAQ:FB) has had a massive lead in mobile ads over Google. This was especially in app ad installs that prompt Smartphone users to install and run a particular app. Facebook had 50% market share of mobile ad market of $42.63 billion in 2014.

Google released tools to assist app developer better promote their apps across Google’s network and additionally measure ad performance across a wider set of networks and ramp up their revenue. These include analytics features that help monitor the performance of app-install marketing across over 20 advertising networks. Also, mobile developers will have access to tools that fine-tune what ads are displayed to which users.

Universal Ad Campaigns are targeted at the smaller developer or those who are inexperienced in advertising with Google. This gives developers a simpler method to set up an app promotion that runs across all Google properties covering Search, Google Play, AdMob, The Google Display Network and more.

Google’s announcement is good news for developers who wish to run ads on their proprietary apps. Google’s method for building app ads and assigning prices will need clients to enter basic data such as what the promotions say, the target audience and the budget. A Google algorithm then decides the cheapest place to run the ads depending on whether the objective is the lowest cost per install, the largest long term value of each customer and other metrics.

Facebook has leveraged its massive social database to target prospective customers. To make sure it garners a sizable share of the mobile ad market, Google needs to better understand the way its users behave and target them with suitable ads.

Sources: Venturbeat, Forbes

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