Google’s Universal App Campaign (UAC) Changes: What’s There for Marketers?

Google’sUniversal AppCampaign(UAC) Changes:What’s ThereforMarketers?

Android industry’s attention revolves around the activities of Google. The recent and unexpected announcement of Google about the new Universal App Campaign (UAC) stunned a brim of Android app development companies in USA. The UAC is expected to be in effect from this October 16th. If you are still wondering what UAC actually is, let us clear the fog. After 2 months, all the mobile advertising campaigns including AdWords inventory

will be available through the new UAC system to mobile advertisers. Additionally, YouTube app and Display install campaigns are going to be extinctfromthisNovember. This is a gigantic moment in Android’s history as Google will be handling all the campaigns as their original user acquisition team does. For now on, the company won’t be spending its resources on individual inventory sources anymore and will handle all these across its proprietary channels. Hence, mobile advertisers won’t have to put an input every time they set up a campaign. The new UAC change is receiving a mixed response by the mobile advertisers around the globe. Google is constantly working to solidify the mobile advertising automation to ease the work of both advertisers and the company’s campaign management system. Still, a bunch of expert advertisersseemsunsatisfiedwiththerecentdevelopmentofUAC. Advertisers are not happy because they might lose the ability of control targeting aspects with the new update. UAC does not allow advertisers to put any input i.e. specify a demographic location where they want to execute their campaigns. However, UAC provides reports of the campaign’sperformanceandresponseoveraspecificdemographic.

UAC helps advertisers to get what actually works and provides assistance along the way. Hence, it wouldn’t affect the advertisers who already have heavy machinery to calculate trustworthy and robust LTV metrics. They will ratherallocatetheirspendsaccordingtothechannel. The main plus point of the Universal App Campaign that the Google itself do all the cumbersome work for you from finding the creative, targeting, and channel parameters that provide the biggest return on investment and automatically allocate the budget accordingly. That’s something entry-level Android app development services and advertisers can make use of to reinforcetheirbottomline. Experts believe that the actual intention of Google behind unifying everything is to give a support the businesses and advertisers that lack the complicatedfunctionalitiesandmachinerytocalculategranularLTVmetrics. It’s not yet clear whether the Google will modify their new campaign management system or not. But, one thing is for sure, we are only at the initial level of understanding the new UAC fully and may be all our doubts willclearwithtime.

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Google’s Universal App Campaign (UAC) Changes: What’s There for Marketers?