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Digital Life

Google extends reach into mobile apps with new ad feature

Published on Apr 23, 2014 5:14 AM

SAN FRANCISCO (REUTERS) - Google Inc will allow marketers to run online ads that send consumers to a page directly inside a mobile app, furthering the Internet company's effort to extend its multibillion-dollar advertising business to smartphones.

The new advertising feature helps Google bridge the gap between the traditional public Web pages that have long underpinned its search business and the increasing number of standalone, mobile apps popular with consumers.

Mobile apps, which are dedicated to everything from restaurant reviews to online games, have typically been walled off and difficult for Google to integrate into its search engine results.

Last year Google began to offer so-called "deep linking"capabilities with a limited number of participating mobile apps.

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