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Coming soon: Review process for newly linked apps

In mid-2021, we’re introducing a new process for reviewing and approving apps that are newly linked to an app store. This process will be rolled out gradually during 2021.

All new mobile apps must:

  1. Be listed in a supported app store
  2. Be reviewed and approved by Google to lift the ad serving limit

New mobile apps must be listed in a supported app store in order to be eligible for approval.

All monetizing apps will eventually need to be linked to an app store. We recommend that you claim your apps as soon as they're listed and then submit your mobile apps for review to avoid interruptions in monetization.

About the review process

After submission, Ad Manager will review newly added mobile apps before allowing unlimited serving. This is part of the standard review for new Ad Manager mobile apps.

During review, mobile apps will experience limited ad serving. Reviews will typically take 24-48 hours , but may take longer in certain cases. This review process only applies to mobile apps.

You’ll be notified via email once the review is completed regardless of whether your mobile app is approved or not. You can also check your mobile app’s review status in Apps.

If your app is approved, the ad serving limit will be lifted. If an app is not approved, it will not be able to fully serve ads, but can be resubmitted for review after resolving any issues highlighted in the Policy Center. If you don’t want to address an app that has not been approved, you can hide the mobile app in Apps.

Learn more about how to claim apps for targeting in Ad Manager.

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