Google introduced UAC about two years ago to help developers drive app downloads. Google is adding all app install adverts to its Universal Ad Campaigns ( UAC ) programme . From 16 October , all app install campaigns will run as banner ads , but existing campaigns will not stop until 15 November . UAC uses machine - learning technology to help app developers find customers across Google Play , Google.com , YouTube and sites in the Display Network , based on a marketer 's targets , and was introduced two years ago . Advertisers can bid and optimise against a set of goals , for example , price per acquisition , using UAC , which enhances ad performance .
Google is adding all app install adverts to its Universal Ad Campaigns ( UAC ) programme . From 16 October , all app install campaigns will run as banner ads , but existing campaigns will not stop until 15 November . UAC uses machine - learning technology to help app developers find customers across Google Play , Google.com , YouTube and sites in the Display Network , based on a marketer 's targets , and was introduced two years ago . Advertisers can bid and optimise against a set of goals , for example , price per acquisition , using UAC , which enhances ad performance .