App marketers can now upload customer IDs to AdWords for targeting on Google Display Network

The new bulk IDFA/advertising ID upload feature helps developers try to re-engage users on iOS and Android devices.

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To help app marketers improve retention and engagement rates with users who have already downloaded their apps, Google has added the ability to upload advertising IDs to AdWords. It’s a bit like Customer Match for apps.

Developers can upload their own list of IDs for existing app users with the new bulk IDFA/advertising ID upload capability. Apple’s Identifier For Advertising (IDFA) and Google’s advertising ID allow apps to track and ad target without relying on an identifier uniquely tied to a specific device.

With the new bulk upload capability, app marketers will be able to export segments of app user IDs from analytics tools and upload them to AdWords. Campaigns can be targeted on apps across the Google Display Network.


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About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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