Google for Publishers

How do app publishers maintain long-term profitability in a market saturated with over 4 million apps?

At , Scott Sheffer, Google’s VP of Sellside Monetization, took the stage to share exactly how we are answering that question. By listening directly to publisher feedback regarding transparency and speed, we are actively refining our tech stack to prioritize a crucial equilibrium: maximizing revenue while sustainably maintaining user trust.

His keynote highlights 👇

✔️ Shift in market philosophy: Pursuing "growth at all costs" by chasing clicks and volume has ended, replaced by the era of sustainable performance.

✔️ Saturated market challenges: There are currently over 4 million apps competing for a finite amount of user attention and time. It’s time to supercharge your tech stack to prevent app lagging.

✔️ Algorithmic improvements: We’ve supercharged our algorithms to find the perfect balance between generating revenue and maintaining long-term user retention. Partners using this updated "outcome driven stack" are reporting improved business profitability and better overall numbers.