More information on Google Ads move to real-time bidding for apps

Granular analysis and first look

Google announced on September 7th, 2023 that it is transitioning to real-time bidding (RTB) for app ads, moving away from multicall waterfalls. This shift aims to improve advertiser ROI and expand monetization opportunities for publishers, enhancing the overall ecosystem health.

Why this matters?

• Increased Efficiency: RTB enhances media buying efficiency, leading to better ROI for advertisers and more revenue for publishers.
• Monetization Opportunities: Publishers gain access to more competitive and higher-value ad placements.
• Smooth Transition: Hybrid mediation setups with bidding ad units offer a gradual shift to RTB, minimizing disruption.

Next Steps/Action Items

• Implement Hybrid Setup: Add bidding ad units to existing mediation waterfalls to comply with Google Ads’ transition plan.
• Monitor Spending: Track the performance and spending on multicall requests to ensure a smooth transition.
• Prepare for Full RTB: Gradually shift all mediation waterfalls to include bidding ad units, anticipating the full transition by early 2024.