To help app marketers improve retention and engagement rates with users who have already downloaded their apps, Google has added the ability to upload advertising IDs to AdWords. It’s a bit like Customer Match for apps.
Developers can upload their own list of IDs for existing app users with the new bulk IDFA/advertising ID upload capability. Apple’s Identifier For Advertising (IDFA) and Google’s advertising ID allow apps to track and ad target without relying on an identifier uniquely tied to a specific device.
With the new bulk upload capability, app marketers will be able to export segments of app user IDs from analytics tools and upload them to AdWords. Campaigns can be targeted on apps across the Google Display Network.