Adage reports that Google is testing a new method that could track users from mobile sites to the mobile apps they use allowing advertisers to see how much time a single user is spending in a browser vs a native app. Currently advertisers aren’t able to detect how much any individual user is spending on a mobile site vs in an app, meaning the usage would appear to advertisers as two separate users.

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Google confirmed to Adage that it’s testing the new methods on both Android and iOS in order to improve its ad experience:

“As an alternative to less transparent methods, we’re doing some tests to help businesses run consistent ad campaigns across a device’s mobile browser and mobile apps, using existing anonymous identifiers, while enabling people to use the established privacy controls on Android and iOS,”

Earlier this year Google confirmed that it was also testing a pilot program that links online clicks to in-store purchases.

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