Google has rolled out three major updates to help app marketers better reach and measure high-value iOS users, a timely move as App Store consumer spending is up 24% year-over-year, according to Appfigures.
- New ad formats: Co-branded YouTube partnership ads now extend to App campaigns (including in-feed and Shorts), while playable end cards debut on select AdMob inventory.
- Smarter AI tools: Target ROAS bidding is now available for iOS, alongside expanded Maximize Conversions strategies and AI-driven video adaptations for a better fit across placements.
- Privacy-centric measurement: An expanded on-device conversion measurement system enables more accurate attribution via Integrated Conversion Measurement (ICM) in third-party attribution tools.
Early adopters like Uatas and Codeway have already reported improved ROAS, lower CPI, and higher install volumes.
Read the full article here: 3 new ways to unlock iOS App campaign performance.