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. Through AdMob, you can access the following options for real-time bidding:
- Use AdMob Network in bidding with AdMob mediation. AdMob Network includes demand from Google (Google Ads, Display & Video 360) and third-party ad sources.
- Use partner bidding with a supported third-party mediation platform to enable Google (Google Ads, Display & Video 360) to bid on your inventory in real-time bidding auctions - even if you do not use AdMob as your mediation platform.
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 AdMob Network in bidding with AdMob mediation
When you use AdMob mediation, the AdMob Network is automatically added as a bidding source. This means that the AdMob Network bids on your ad requests in real-time.
This allows your ad sources to compete equally in a single, unified auction. For any given impression, the bidding ad source that serves the ad is the highest paying advertiser.
Learn more about AdMob bidding:
Use partner bidding to access Google demand on third-party mediation platforms
Partner bidding enables you to access Google demand as a bidding source on supported third-party mediation platforms. Google (Google Ads, Display & Video 360) can bid on your inventory in third-party real-time bidding auctions - even if you do not use AdMob as your mediation platform.
First, you’ll set up a partner bidding ad unit in AdMob. Then, you can set Google as a bidding source and map your ad unit in your third-party mediation platform (not AdMob).
Learn more about partner bidding:
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 that you access Google Ads demand via a real-time bidding solution, such as AdMob Network in bidding with AdMob mediation. 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." |
FAQs
What publisher platforms support Google Ads in real-time bidding for apps inventory?
Google AdMob and Ad Manager support real-time bidding in general availability. AppLovin (MAX), Chartboost Mediation, DT FairBid, and Unity LevelPlay support real-time bidding with Google demand via partner bidding, which is currently in open beta.
If you do not have access to Google Ads in real-time bidding, either through a Google publisher platform or partner bidding, please reach out to your publisher platform to inquire about access.