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Driving Engaging Interactions with Playables

Google is introducing a new advertising format, dubbed Playables, which will provide retailers an opportunity to promote their Android and iOS apps across Google's Search, Play, YouTube and ad display network. 

The format is fully customizable and will enable retailers to mix in such features as a product carousel or an avatar that tries on clothes. The ad format is similar to Facebook Inc.’s Canvas ads, which also let retailers use the HTML5 programming language standard to craft unique ads. However, unlike Canvas ads, Google’s primary vision for the ads is that they will spur app downloads.

Google also says within the next few months it will introduce an auto-flip feature, powered by machine learning, that will automatically orients a merchant’s video advertisement so it matches the way a consumer is holding his phone. If a retailer uploads a horizontal video in AdWords, Google will automatically create vertical version for those consumers holding their phone in that physical manner.
Google

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