Google introduced a host of new features for developers looking to monetize their applications at its I/O 2019 developer conference in Mountain View, Calif., Wednesday.
Vice president of product, mobile app advertising Sissie Hsiao said in a blog post that developers should already be using target CPA (cost per action) bidding to reach the people most likely to install their apps and perform actions within those apps.
Building on that notion, Google will soon introduce a target return on ad spend, or tROAS, option that lets developers pay more for users who are most likely to spend more and, conversely, pay less to reach those who are less likely to spend.
The tROAS option will be available for Google App campaigns globally on iOS and Android starting in June.
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