Google Ads recently announced that on October 31, 2023, Google Ads intends to move primarily to real-time bidding auctions and will no longer respond to multiple calls in mediation. Before this date, Google Ads may begin to transition away from waterfall buying for some multi-call requests.
What this means for you as a publisher
Before this date, you should consider using a real-time bidding solution to access Google Ads demand. You can use Ad Exchange in bidding with Ad Manager yield groups. Ad Exchange includes demand from Google (Google Ads, Display & Video 360) and third-party ad sources.
If you are calling Google Ads in bidding, there is no action for you to take. Other third-party demand sources may have their own bidding behavior. Here's how to get started with real-time bidding.
Use Ad Exchange with Ad Manager bidding
When you use Ad Manager yield groups, Ad Exchange is automatically added as a bidding source. This means that Google Ads bids on your ad requests in real-time.
This allows your bidding ad sources to compete equally in a single, unified auction. For any given impression, the ad source that serves the ad is the highest paying advertiser.
Learn more about Ad Exchange:
Timeline
We will update this page as we announce further updates.
| Date | Event |
|
July 7, 2022 |
Google Ads and Display & Video 360 announce closed beta for Google partner bidding. |
|
May 1, 2023 |
Google Ads and Display & Video 360 announce open beta for third-party app inventory real-time bidding. Google Ads announces intent to move primarily to real-time bidding auctions for apps. AdMob and Ad Manager help app publishers understand their options for bidding through creation of this help center page. |
|
July 18, 2023 |
Until further notice, we believe Google Ads will respond to a single call in waterfall mediation after October 31, 2023. However, to maximize revenue, we recommend you access Google Ads demand via a real-time bidding solution, such as Ad Exchange in bidding with Ad Manager yield groups. We will continue to monitor any updates from Google Ads and proactively update this page with any important changes. |
| September 7, 2023 |
Google Ads shares more information on their shift to real-time bidding. For a temporary period of time, Google Ads will still respond to multiple calls within hybrid waterfalls on supported partner platforms, as well as AdMob and Ad Manager. Hybrid waterfalls should be set up by adding a bidding ad unit to your existing waterfall mediations. Google Ads will begin to reduce spending on multicall requests in waterfalls that do not contain a bidding ad unit. On October 31, Google Ads will stop buying on multicall waterfall requests that do not contain a bidding ad unit. Google Ads may still buy on mediation waterfalls that only make a single call to Google Ads demand. |
