Claim apps for targeting

Target ads to mobile apps

You can “claim” apps from mobile app stores (for example, the Google Play Store and Apple App Store) and Connected TV (CTV) app stores (for example, Roku, Amazon Fire TV, Playstation, Xbox, and Samsung TV). Claiming mobile apps makes targeting them easier in the targeting picker

Find mobile apps for targeting

Claimed apps appear under the top-level "Mobile application" targeting type wherever the targeting picker can be used and mobile targeting is valid in Ad Manager. You can find mobile apps to target, for instance, in the targeting picker for line items, proposal line items, and unified pricing rules.

You can also find and target mobile apps in Ad Exchange rules.

To target claimed Ad Manager apps in Ad Exchange rules, you first need to link Ad Manager and Ad Exchange for in-app.

Claim an app in Ad Manager

First you need to claim apps in Ad Manager. The apps you claim will be easily selectable for targeting.

  1. Sign in to Google Ad Manager.
  2. Click Inventory and then Mobile apps. You will see a table listing all apps that you have already  claimed.
  3. To claim a new app, click New mobile app.
  4. Type to search by app name, app id or developer.
  5. (Optional) Click "Filter by app store" and select the app stores to search.
  6. Click Search
  7. In the results, select the checkbox next to the apps you want to claim and click Save.

The newly claimed apps appear in the table. You may encounter an error when attempting to claim an app if the app is currently suspended or private in the corresponding app store.

App status

Your mobile apps can have a status of "Active" or "Inactive":

  • Inactive: App cannot be used for targeting.
  • Active: App is available for targeting.

Shared app data for AdMob and Ad Manager

The name and status for mobile apps you claim in Ad Manager is shared with AdMob and vice versa. This means that when you create or add a new app in either product, the app will be shared between products. For example, if you add Example App to Ad Manager, it will automatically be listed in AdMob.

This means that you have a single set of apps across both products, while maintaining separate app settings for both products.

CTV app data is not shared, as CTV apps are only available in Ad Manager.

An app's visibility in AdMob is equivalent to your app's status in Ad Manager. For example, if you update the status of an app to "Active" in Ad Manager, it will update to "Visible" in AdMob. An app cannot be “Visible” in AdMob and “Inactive” in Ad Manager.

AdMob visibility Ad Manager status
Visible Active
Hidden Inactive


Other app information, such as the number of ad units and campaigns, are specific to the product. For example, you may have 10 ad units in AdMob with your mobile app and those ad units are not shared with Ad Manager.

If you’re a Multiple Customer Management (MCM) "Manage Account" child publisher with both AdMob and Ad Manager accounts, your MCM parent publisher will be able to view and modify your shared app data.

Target claimed apps

Once apps are claimed, you can target them.

In Ad Manager

  1. Navigate to the item where you want to target mobile apps, such as a line item.
  2. In the targeting picker, click the Mobile application targeting type to expand. 
  3. Find apps and include or exclude them.
  4. Click Save for the item.

In Ad Exchange rules

  1. Navigate to Inventory and then Ad Exchange rules.
  2. Find the "Mobile application" targeting type in the targeting picker for several Ad Exchange rule types:
    • Channel and then Mobile app
    • Mobile video settings and then Mobile app
    • Video settings
    • Publisher declarations and then Mobile app
  3. In the targeting picker, click the Mobile application targeting type to expand. 
  4. Find apps and include or exclude them.
  5. Click Save.

You may see the names of apps that you don't own under the "AdX" folder. These apps appear in the targeting list because they have been targeted by a rule associated with your Ad Exchange web property.

See how apps are performing

In reporting, the “App names” dimension breaks out performance by app (you don't need to claim apps to report on them):

  • In Ad Manager, the dimension is available under “Platform”.
  • In the Ad Exchange historical report, the dimension is available under “Mobile inventory”.
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