In an effort to enhance the efficiency of media buying, Google Ads announced on Monday that it will primarily focus on real-time bidding auctions for apps and no longer respond to multiple calls in mediation starting from October 31, 2023.
‘’Before this date, Google Ads may begin to transition away from waterfall buying for some multi-call requests,’’ said David Mitby, Director of Product Management at App Ads, in a blog post. ‘’Shifting to real-time bidding will help advertisers to find the best-priced app inventory in a more efficient manner and increase competition within the real-time auction.’’
He also announced that Google is expanding the real-time bidding integrations of Google Ads and Display & Video 360 with certain third-party app monetization platforms so that advertisers can get access to more high-quality app inventory in real-time.
‘’These integrations are now moving to an open beta and will be available to all app developers using AppLovin (MAX), Chartboost Mediation, Digital Turbine FairBid, and Unity LevelPlay monetization platforms,’’ Mitby said.
Advertisers will be able to benefit from the program without needing to make any modifications to their campaigns, he added. Next week, the company will roll out the option to activate Google bidding to all app developers who use the supported third-party monetization platforms. In addition, they will also gain access to Google’s demand via real-time bidding integrations with AdMob and Ad Manager publisher offerings, he said
Following the news, Idil Canal, AppLovin’s General Manager of AdTech, said: ‘’Bidding represents the most efficient method to transact media in-app. We are thrilled to continue our long-term partnership with Google as they expand into real-time bidding and drive more value for the world’s top mobile publishers on our platform.”