Next time you notice an ad for a smartphone game, you may be able to test the app out before deciding whether you actually want to download it or not.
That's the idea behind Google's new "Trial Run" ad format, which will give people 60 seconds of playtime before they decide whether or not a game deserves a spot on their homescreen.
It makes sense: How will you know whether you find Cookie Jam amusing until you actually get to spend some time playing?
Advertisers will still only have to pay when a user installs their app, not every time someone runs though a trial game.
That way, they'll only be shelling out for users who are genuinely interested in playing the game, versus those who downloaded it based simply on a product screenshot, catchy description, or a whim.
This new format actively tries to counteract