Google has changed the way Gmail serves ads against emails and has also
added to more granular targeting options for mobile advertising.
Up until now Gmail would only served contextual advertising against the
email that is currently being read. However the boffins over at Google
found that this was less than idea in some circumstances, with the
super smart algorithms unable to find "good" (read: well performing)
ads to for some email content. Now, if Google's ad serving algorithm
finds the content on your email less than exciting, it will chose one
of your recent emails and serve ads relevant to that content instead.
Essentially
this is a minor tweak to their systems which could improve the
performance of advertising in Gmail, which should be a win for
advertisers and Google alike.
Google has also added more
granular options for targeting mobile devices, now allowing advertisers
to target specific devices, platforms and carriers in the AdWords
interface.
Advertisers will also be able to ensure that ads linking to
mobile app downloads only appear on devices that support those apps,
showing a download link instead of a URL.
