More information on Google Ads move to real-time bidding for apps
Introduced
Sep 07, 2023
Impact Rating
Low
09/07/23 - Granular
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.
Helpful links for this Google update
Learn more about past Google updates
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- Oct 2021 - Link Your Zapier Account in the Google Ads UI
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- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Nov 2021 - Customer Match is now widely available and easier to use
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
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