Before Performance Max, There Was Google's App Campaigns, Muddying Transparency

Advertisers spot a controversial playbook


Automation is taking hold of the ad industry, and marketers are grappling with the idea of balancing transparency with effectiveness, spurred by interest in Google’s year-old tool Performance Max. And if history is to be believed, performance often wins. But that doesn’t mean marketers are happy about it.  

Back in 2017, Google told mobile advertisers who run campaigns optimized to drive app installs that they had to use one tool to purchase across this menagerie of media.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in