Google is rolling out a suite of updates to boost iOS app marketing performance, from fresh ad formats to AI-powered bidding and privacy-preserving measurement tools.
Details:
- New ad formats: Expanded reach on YouTube Shorts, Search, and Display; co-branded creator ads now in YouTube in-feed and Shorts; playable end cards available on select AdMob inventory.
- AI bidding and creative tools: Target ROAS bidding now on iOS; maximize conversions bidding available for in-app actions; AI video enhancements auto-fit content to different placements.
- Privacy-centric measurement: On-device conversion tracking uses de-identified data; integrated conversion measurement delivers faster, more accurate attribution via app attribution partners.
Why we care. App Store consumer spending is up 24% year-over-year, according to Appfigures, making high-value iOS users a lucrative target for growth-minded marketers. The new ad formats open up untapped inventory like YouTube Shorts and interactive playable ads, while AI-powered bidding could squeeze more ROAS for your spend.
Plus, the privacy-centric measurement tools offer more accurate attribution without compromising user data, helping marketers make smarter, faster optimization decisions in a post-IDFA (Apple’s Identifier for Advertisers) world.
The big picture. These updates could give advertisers more reach, smarter bidding, and reliable measurement from iOS campaigns in a post-privacy-tracking era.