Google is trying out a thing called App Labs inside its advertising platform. This is a part where some advertisers can try new ad tools for apps before they are ready for everyone.

By making new features available to everyone at the same time Google is letting a small group try them out first. These users can test the tools, see how they work in campaigns and tell Google what they think.

The idea is to make a space where advertisers can try out features, play around with them and help make them better before they are available to everyone.

This can be good for advertisers because they get to use tools before their competitors do. They can also make their campaigns better using features.. They can even help decide how these tools are developed by giving Google their thoughts.

However since these features are still being tested not all of them will stick around. Some might. Go away after testing.

So App Labs is Google’s way of testing ad features with real users before making them available to everyone and it also lets advertisers have a say in how things are developed.