Dive Brief: 

• Google announced at its I/O developers conference this week a new design standard that will help advertisers reach Android users across multiple devices. 
• Elimeliah, as Google calls it, is a "material design" that will bring some unity to developing across multiple devices running the Android OS, including smartphones, smartwatches, TV, and more. 
• The new features offer loads of possibilities for advertisers. As one digital media executive put it, "There are hooks in everything for more targeted ads.”

Dive Insight: 

Unlike Apple, which has just one phone and a single OS, Android can be much more complicated to develop for. Android is head-to-head with Apple in the mobile market as far as users go, so any advances for advertisers will be met with open arms.