Trending Now: Brands Shifting Mobile Ad Budgets from Facebook to Google UAC

Brian Bowman: There’s an emerging trend in the advertising industry—for the first time, brands are shifting significant mobile advertising budgets from Facebook ads to Google Universal App Campaigns (UAC). While Facebook advertising has largely dominated mobile marketing budgets, this migration of budgets to Google’s platform has been a helpful shift to diversify risk tied to any single platform. Why is this shift happening now, and what does it mean for brands?