Ad tech agency and Google partner 55 has launched Cargo, a service that brings third-party tracking tools to Google Tag Manager, enabling app developers to update in-app ad tools in a matter of minutes.

The service aims to alleviate one of the largest frustrations for Android app developers, who are often unable to manage advertising tools such as analytics within their apps in real time, instead having to wait for a new version of the app to be released.

This was due to the code that managed such tools existing deep within the app, requiring fundamental changes that necessitated a new release. Tasks like removing tags meant finding and deleting old code within the app, adding to developers workloads while making it impossible to configure ad tools quickly.

Cargo gives marketers and developers full control over which ad tools are active on any given app, and enables configuration to be carried out in real-time. Marketers can manage a range of third-party ad tools including analytics, media attribution, mobile testing and notifications from within a single interface and across every instance of the app, saving time and development resources.

“Mobile marketing tools are changing all the time, but apps cant respond to new technologies either quickly or easily,” said Rob Fenton, 55s UK managing director. “This means that marketers have to wait a month or more to reconfigure advertising technologies which can result in losing out on new downloads and ultimately revenue from their app, while the marketers and developers are spending days dealing with the intricacies of the code.

“Tag management shouldnt be an IT job, nor should it increase the burden on app developers, or add to app development time. By turning tag management from a time-consuming and technical task into a simple drag-and-drop, Cargo enables marketers to take control of the tools so they can focus on maximising app installs and increasing customer loyalty.”