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Bidding FAQ

Below are answers to some of the most frequently asked questions about bidding. 

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Set up

How can I set up a partnership with a bidding ad source? 
To set up a partnership, first ensure that you have an active account with the bidding ad source. In many cases, this is as simple as creating an account on the ad source's home page. Then, add the ad source to a mediation group. 
Do I have to create a new mediation group to use bidding?
No. You can add bidding ad sources to existing mediation groups.
What version of the SDK should I use?
To ensure you’re using the correct SDK, follow the instructions on Google Developer for Android and iOS. Instructions are available for each ad source that supports bidding. 
What happens to my existing ad networks if I use bidding?
Existing ad networks are still used in the same way and are ordered in the mediation waterfall according to their eCPM value. The winner of a bidding auction is placed in the mediation waterfall alongside your existing ad networks. The mediation waterfall functions as usual. The highest valued ad source, whether it’s a bidding ad source or not, will get the first opportunity to serve the ad. 
Can I use an ad source as a bidding and a waterfall ad source?

Yes. You can use an ad source as both a bidding and waterfall ad source in the same mediation group. In fact, we always recommend having an ad source in both the waterfall and bidding if possible. 

Can I serve ad requests in China?

You can now send bid requests to bidding ad sources that serve in China. 

Creatives will be reviewed with strict, country-specific policies, and blank creatives will not be allowed to serve.

This beta does not currently support ad sources using a custom mobile SDK. Ad sources must be using the Google Mobile Ads SDK.


I’ve updated details in my third-party bidding source account. What should I do in my AdMob account?
Make sure your ad unit mapping details are up to date. You can manage the ad unit mapping details in the Bidding sources tab of your AdMob account.
Can I remove bidding ad sources?

Yes. To remove a bidding ad source from a mediation group:

  1. Click the name of the mediation group where you want to remove the ad source. 
  2. Click the checkbox next to the bidding ad source you want to remove. 
  3. Click Change status
  4. Select Remove.
  5. Click Save

To end your partnership with a bidding ad source, you’ll need to work directly with the ad source. 

How will I receive revenue from bidding ad sources?

Revenue from most bidding ad sources will be paid through AdMob. Some ad sources will pay the bidding revenue to you directly. These ad sources are called direct pay. 

When you add a direct pay ad source in AdMob, you’ll be asked to acknowledge that the ad source will pay you directly. Check your agreement with the direct pay ad source for more details. 

Will bidding increase latency?
No. bidding works on Google data centers, which are generally faster than users’ devices. Bidding happens in parallel with the normal processes that return an AdMob ad. 
How does bidding work with network deals?

Networks that can participate in bidding

The network with whom you have a deal can participate in bidding auctions alongside other ad sources. The highest bid will be placed in the mediation waterfall based on its eCPM value, whether or not it’s the network with whom you have a deal. 

If the network doesn’t place a bid in the bidding auction, it can still be called in the mediation waterfall. If the network places a bid and doesn’t win, it will not be called again in the mediation waterfall. 

Networks that don’t participate in bidding 

The winning bid from a bidding auction is placed in the waterfall according to its eCPM value. If your network deal has a higher eCPM than the winning bid, it will be called first. If the network doesn't have an ad to serve, the ad source with the winning bid will serve the ad.


Why is there a discrepancy between impressions reported in my AdMob account and my third-party ad source accounts?
Due to differences in impression counting standards, and possibly integration variations, small discrepancies may occur. In the case where there are discrepancies, the impressions shown in your AdMob account are used to determine your estimated earnings.
Why is there a discrepancy between earnings reported in my AdMob account and my third-party ad source accounts?
Bidding reporting reflects the actual payout to the publisher. Each network may choose to show earnings based on their own contractual terms respectively. Due to these differences in reporting standards, small discrepancies may occur. In the case where there are discrepancies, you should refer to the estimated earnings shown in your AdMob account as the closest to your final payment from bidding networks. 
What do I do when ad sources do not appear to be bidding on my app’s ad requests?

When you find that an ad source is not responding with bids for your inventory, this is a possible indicator of many different issues with serving. It could be that the request lacks the signals acquired via the most current version of the ad source’s client SDK (which must be installed on your app). It can also be that you haven’t installed the latest version of the GMA SDK. Or, it could be due to other reasons that are ad source and configuration specific. 

Check that you are using the latest versions of the ad source’s SDK and the GMA SDK. The Mediation Test Suite can help verify this. An ad source may not bid due to its setup and decisioning, so Google support often does not have insight and may not be able to help troubleshoot these issues. 

If you perceive an issue with a particular ad source, log into your account with that ad source to check for configuration errors and to read troubleshooting documentation.

Why is my fill rate decreasing?
Not every advertising opportunity is the same. Some ad slots have higher user engagement, are more visible, or are more likely to provide the user experience that advertisers are seeking. Therefore, some ad units will generate more revenue per thousand impressions (CPM). 
I'm having trouble with a third-party ad source. What can I do?

If you're having issues with a third-party bidding ad source,  use the following troubleshooting information to contact the ad source directly. 

Ad source Troubleshooting information
Ad Generation

For issues, contact Ad Generation support at

AppLovin Please reach out to your AppLovin Account Manager or use the AppLovin Support form.
Equativ (formerly Smart Ad Server) For issues, please visit
Fluct For issues, contact Fluct support at
Improve Digital For issues, contact Improve Digital support at
Index Exchange For issues, contact Index Exchange support at
InMobi Please reach out to your InMobi Customer Success Manager or write to
Liftoff Monetize  Please reach out to your Liftoff Monetize Account Manager or visit the Liftoff Monetize support website. For issues, contact support at
Meta Audience Network Visit the Meta Business Help Center
Mintegral (Beta) For issues, contact Mintegral support at
Mobfox For issues, contact Mobfox support at
Nexxen For issues, contact Nexxen support at
OneTag Exchange For issues, contact OneTag Exchange support at
OpenX For issues, contact OpenX support at
Pangle For issues, contact Pangle support atpangle_support@bytedance.comrel.
PubMatic For issues, contact Customer Success at
Rubicon (Magnite) For issues, contact Magnite support at
Sharethrough For issues, contact Sharethrough support at
Smaato For issues, contact Smaato support at
Sonobi For issues, contact Sonobi support at
Verve Group For issues, contact Verve Group support at
Yieldmo For issues, contact Yieldmo support at
YieldOne For issues, contact YieldOne support at
I found an issue when testing in ad inspector. What does this mean?

When using ad inspector, you may encounter the following issues when testing your bidding ad sources:

  • No SDK signal found: Some ad sources may need an SDK and adapter installed and configured correctly to use bidding.  Learn more about the SDK requirements for Android and iOS.
  • No user consent provided: The ad source may not be eligible for a bid request if the user has not provided the necessary consent. This may be expected behavior. Learn more about implementing consent tools, such as GDPR, in the AdMob policies and restrictions.
  • No ad returned: The ad sources may have decided to not bid for the ad request or they may not be eligible to bid for it. There are several possible reasons for this issue. Here are some examples:
    • The ad source may only bid under certain conditions, such as specific geographic areas. 
    • The ad source may not have an ad for the bid request. 
    • There was an unexpected system error or timeout on the ad source’s end.

Refer to your third-party ad source to understand why the ad source may not be bidding. 

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