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. You can use Ad Exchange in bidding with Ad Manager yield groups. Ad Exchange includes demand from Google (Google Ads, Display & Video 360) and third-party ad sources.
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 Ad Exchange with Ad Manager bidding
When you use Ad Manager yield groups, Ad Exchange is automatically added as a bidding source. This means that Google Ads bids on your ad requests in real-time.
This allows your bidding ad sources to compete equally in a single, unified auction. For any given impression, the ad source that serves the ad is the highest paying advertiser.
Learn more about Ad Exchange:
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 you access Google Ads demand via a real-time bidding solution, such as Ad Exchange in bidding with Ad Manager yield groups. 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." |
| September 24, 2024 |
Google Ads advertisers share more information on their commitment to stop buying multi-call inventory. The recent update states: "Starting October 23, 2024, Display & Video 360 will stop bidding on multiple waterfall calls to Google Ad Manager and the AdMob Network on all mediation platforms for mobile app inventory. To maximize advertiser ROI and bid more efficiently, Display & Video 360 aims to buy mobile app ad inventory primarily via real-time bidding." |
