"Advertisers can no longer create separate campaigns for desktop, smartphone and tablet targeting, but will instead be able to add a mobile modifier at the campaign level to modify bids on smartphone traffic," said Bill Mungovan, a director of product marketing and strategy for Media & Advertising Solutions at Adobe, in a blog post.
"Google has made a clear statement to its advertisers: tablets aren't mobile. But they've taken it a step further and effectively said that tablets are desktops." As cost-per-clicks are currently lower on tablets than on desktops, revenue-per-search for Google will go up as it will now be calculated on combined tablets and desktop traffic, he added.
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