AdMob Analytics
Surely AdMob is moving swiftly and smartly in the mobile space. Just shortly after having announced the 20th billion ad served, they are rolling out a very interesting product: AdMob Analytics.
The product is now in beta and, not having a mobile site, unfortunately I can’t try it, but some information is given on the website. Beside a couple of screen shots, there is a clip from Omar Hamoui that cover the more basic features of the product. Page views, users, engagement. You name it. The GUI appears clean and cool.
I’ll leave to the beta tester to comment on the functionalities and quality of the product.
From a strategic standpoint, this move makes a lot of sense, and somehow resembles what has already happened in the on-line space. It’s an attempt to close as much as possible the value chain.
You’ve got a platform with distribution, and advertisers sitting on top of them. You have to provide analytics to the advertisers: they want to know how they are spending their money, and if the get the bang for their bucks.
But you can’t forget publishers either. Providing good an valuable analytics to publisher will increase their switching costs, and will create some barrier to entry. Not only, there is the side benefit that with good analytics, good publisher will be able to improve site performance (i.e. user engagement and therefore ad-impressions), hence strengthening AdMob network.
On top of that, there is the value of all the information collected from all the websites that will adopt AdMob Analytics. That information will eventually generate incremental monetization for AdMob.
This is why AdMod has smartly decided to make the product available for free. Good move. Wish you well.
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