A few weeks ago, Google has introduced a set of tools for its mobile ad network, AdMob, at the company’s annual I/O conference. The updates enable mobile app developers to hide ads from certain users and would serve targeted ads in more major ad networks. Google has added a new feature in beta to the Audience Builder Tool, which allows developers to hide ads from the highly-engaged app users. Audience Builder is powered by Google Analytics and the tool helps developers segment users based on how they are using their mobile app. For example, they can create a list that would define users who were inactive the last two weeks and would show ads to the list to re-engage those active users while they are in other apps or across the Web. Developers now can not only show ads to inactive users, but also can hide ads from certain users with the use of Audience Builder. For example, if they want to offer an ad-free experience for loyal users who already spend a lot on in-app purchases, they can create a VIP list via Audience Builder to make sure this group don’t see ads and keep engaging with their app. Meanwhile, the search giant has enhanced AdMobs Mediation Tool. This allows developers to run other mobile ad networks through the platform. IN the past year, the company has added 15 major networks to AdMob and currently, supports 40 mediation partners that includes Facebook, Twitter, Millenial Media and Tencent – one of China’ largest mobile ad networks.