“Google Search is mostly done in a browser — it's not like in an app. YouTube — there's still quite a bit that happens in a browser. MGDN is mobile Google Display Network — ads in browsers on websites. A lot more of Google's mobile traffic is served in-browser in comparison to these other app-native platforms like Meta or TikTok.”

Google UAC serves more traffic in-browser than any other mobile network — critical for iOS measurement

A material portion of Google UAC traffic reaches users through mobile browsers rather than apps — which was historically invisible to SKAdNetwork on iOS. Ashley Black had clients where 99% of Google traffic came from search and zero conversions registered in attribution before SKAN 4.0. Even with SKAN 4.0, iOS Google campaigns require careful measurement configuration that Meta or TikTok campaigns simply don't need. This unique in-browser traffic mix is the most underappreciated difference between Google UAC and every other major mobile ad platform.