Over the past several years, mobile app install ads have swelled in popularity because they drive significant downloads and have a clear return on investment for developers.
Facebook in particular has seemed to dominate this area, partially through ad placement on the prime real estate of its News Feed.
On the search giant's end, that's a significant improvement from last year, when it claimed only "hundreds of millions" to Facebook's 1 billion app installs.Although Facebook is expected to have higher net display ad revenues than Google, according to eMarketer, the search giant's growth in this area seems strong.
"We've more than doubled our volume," Sissie Hsiao, product management director for mobile app ads, tells Business Insider.
The company is now expanding the previously Android-only tool to iOS, with the program launching in beta today.
By expanding its universal ad campaigns, Google makes itself an even more attractive to option to developers, and sets itself up to capture more of the mobile app install ad spending, which BI Intelligence estimates will reach $5.4 billion in 2016 in the US alone, rising to as much as $6.8 billion in 2019.NOW WATCH: We dare you to oversleep with Dwayne The Rock Johnson s new motivational alarm clock appLoading video...