Google targets ads from players who do not make in-app purchases.

Posted today in Google AdMob, the machine learning tool segments players based on their likelihood of making purchases. Ad units for which "smart segmentation" is enabled will target non-spenders, those who would not generate revenue otherwise. So you can spend money in the game or pay the price by looking at ads. While this sounds like a good idea, it depends on how accurately Google can "predict" the expenses of players.

This is one of the many ad updates recently made by Google. Last week, the company began testing shoppable ads in image searches, and a new feature in Google Play allows gamers to earn in-app items by watching ads. Google announces that it will unveil more about its "smart segmentation" feature at the San Francisco Game Developers Conference next week.