Recientemente, Google Ads anunció que el 31 de octubre de 2023 tiene la intención de pasar principalmente a las subastas de ofertas en tiempo real y ya no responderá a múltiples llamadas en la mediación. Antes de esta fecha, Google Ads podría comenzar a realizar la transición de las compras en cascada para algunas solicitudes de múltiples llamadas.
Qué implica esto para ti como publicador
Antes de esta fecha, te recomendamos que uses una solución de ofertas en tiempo real para acceder a la demanda de Google Ads. Puedes usar Ad Exchange para la licitación con grupos de rendimiento de Ad Manager. Ad Exchange incluye demanda de Google (Google Ads, Display & Video 360) y fuentes de anuncios de terceros.
Si llamas a Google Ads en la licitación, no es necesario que realices ninguna acción. Otras fuentes de demanda de terceros pueden tener su propio comportamiento de licitación. A continuación, te mostramos cómo comenzar a usar las ofertas en tiempo real.
Usa Ad Exchange con la licitación de Ad Manager
Cuando usas grupos de rendimiento de Ad Manager, Ad Exchange se agrega automáticamente como fuente de licitación. Esto significa que Google Ads realiza ofertas para tus solicitudes de anuncios en tiempo real.
Esto permite que las fuentes de anuncios de licitación compitan de manera equitativa en una sola subasta unificada. Para cada impresión determinada, la fuente que publica el anuncio es el anunciante que más paga.
Más información sobre 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. |
| November 1, 2023 |
Google Ads shares more information on their shift to real-time bidding. The recent update states: “As a continuation of our move away from multicall waterfalls, Google Ads is now beginning to transition away from multicall requests in hybrid mediation chains. It is our goal to complete this transition as early as January 2024.” |
| December 14, 2023 |
Google Ads shares more information on their shift to real-time bidding. The recent update states: "Earlier this year, Google Ads announced its intention to move primarily towards real-time bidding auctions for apps. As a result, Google Ads has stopped buying on multicall requests in waterfalls that do not contain a bidding ad unit, and in January 2024, will stop responding to multicall requests within hybrid setups as well. In an effort to keep delivering the best value for our advertisers, Google Ads will continue to invest in systems that detect multicall behavior. In addition to that, Google Ads will be monitoring attempts to circumvent our multicall detection systems, and intend to stop buying on publishers that employ techniques to evade multicall detection. An example of such techniques includes but is not limited to: Ad Unit misrepresentation - Frequent creation, usage or manipulation of new ad units in multicall queries. Typically, ad unit misrepresentation is undertaken to mask the existence of chains of related multicall requests. Beginning January 20, 2024, Google Ads may stop buying on publisher apps for a period of 1 week to 1 month based on the magnitude of both previous or currently detected abuse." |
