What Google Play’s new app rating system means for developers and advertisers

By Annick Ourdi
Thursday, April 9, 2015 / 1 min read

Google recently introduced a new age-based rating system for apps and games on Google Play. Because different countries tend to have varied cultural standards regarding the kinds of content appropriate for kids, teens, and adults, Google Play’s new rating system is designed to help developers better label their apps for the right audience in each country. Developers will be able to define locally-relevant content ratings to their users and help improve app discovery and engagement by allowing users to choose the content that is right for them. Starting May 2015, all new apps and updates to existing apps will require a completed content rating questionnaire before they can be published to Google Play.

As an app developer or an app advertiser, what do I need to do?

We advise you to prepare for this change before the 1st of May by completing the content rating questionnaire for each of your apps in order to receive an objective content rating. The Google Play rating system includes official ratings from the International Age Rating Coalition (IARC) and participating bodies, or an age-based generic rating for countries where there is no specific rating authority. To do this, just sign in to the Android Developer Console and complete the content rating questionnaire for each of your apps.

What is the impact if I don’t update the questionnaire?

Starting May 2015, apps without a completed rating questionnaire will be marked as “unrated” and may be blocked in certain territories or for specific users.

Will there be any impact on Fyber’s products?

Since this is an additional rating system provided by Google that is not used by Fyber, there will be no impact on Fyber’s ad monetization or user acquisition products. However, you do need to ensure that your content rating questionnaire is completed for each app so that your apps are not blocked. If your app is blocked in a specific country, it may cause any advertising or user acquisition campaigns you have with Fyber to also be paused in this country.

For more information on the new rating system, click here. If you have any additional questions, please reach out your account manager.