Google Ads to Shift to Real-Time Bidding for App Inventory

Google Ads to Shift to Real-Time Bidding for App Inventory

Google Ads announced in May that they will be moving primarily to real-time bidding auctions on October 31, 2023. This means that they will no longer respond to multiple calls in mediation.

On September 7th, Google Ads provided additional details about this shift:

  • Google Ads will continue to bid on "hybrid setups" (bidding and waterfall ad units present) for a temporary period of time to make the transition as smooth as possible.
  • Google Ads will stop buying on multicall waterfall requests without bidding ad units present.
  • Google Ads may still bid on requests from a single waterfall call ad unit.

What this means for you as a publisher

To continue accessing Google Ads demand, we recommend that you add a real-time bidding solution to your existing mediation waterfall setup. Publishers with both bidding and waterfall integrations with Google will be well positioned for the upcoming change.

Here are some steps you can take:

  1. Choose a real-time bidding solution that is supported by Google Ads.
  2. Update your mediation waterfall setup to include your new real-time bidding integration.
  3. Test your new mediation waterfall setup to ensure that it is working properly.

Will Google Ads still respond to a single call from waterfall after 10/31?

Google Ads may still buy on mediation waterfalls that only make a single call to Google Ads demand.

What action do I need to take if I am calling Google Ads in both bidding and waterfall?

If you are calling Google Ads in both bidding and waterfall mediation across all of your inventory, you do not need to take any action.

What publisher platforms support Google Ads in real-time bidding for apps inventory?

This change covers all publishers who serve Google Ads campaigns in app inventory, excluding instream video. In order to continue serving Google Ads campaigns, we recommend that you use a platform which supports real-time bidding for Google Ads.

Here are some additional tips for publishers:

  • Make sure that you understand the different real-time bidding solutions that are available.
  • Choose a real-time bidding solution that is right for your needs.
  • Work with your real-time bidding provider to ensure that your setup is optimized for Google Ads demand.
  • Monitor your performance and make adjustments as needed.

By following these tips, you can ensure that you are well-prepared for Google Ads' shift to real-time bidding.