Google Ads released a statement in May outlining their plans for October 31, 2023. They stated that they would stop responding to multiple calls for mediation and would instead focus on real-time bidding auctions. Google Ads offered more details about this transition on September 7. The following are the main points of their update:
- For the duration of the transition, Google Ads will continue to support “hybrid setups” (which combine waterfall and bidding ad units) after October 31.
- Clarification: On supported partner platforms, including AdMob and Ad Manager, Google Ads will continue to respond to multiple calls within hybrid waterfalls. Simply include a bidding ad unit to your current waterfall mediations to create hybrid waterfalls.
- The update also included information about Google Ads’ plans to gradually stop responding to waterfall requests from hybrids; the changeover is anticipated to be finished by the beginning of 2024.
- Google Ads will cease purchasing on multicell waterfall requests that lack bidding ad units.
- Clarification: Starting October 31, Google Ads will no longer engage in purchasing on multicell waterfall requests without a bidding ad unit.
- Google Ads may still bid on requests originating from a single waterfall call ad unit.
- Google Ads may continue to participate in mediation waterfalls that only initiate a single call to Google Ads demand.
The implications for you as a publisher are as follows.
To access Google Ads demand before this time, it is advised to investigate real-time bidding solutions. Ad Manager yield groups, which include demand from Google (Google Ads, Display & Video 360) as well as outside ad sources, can be used in conjunction with Ad Exchange.
No immediate action is required if you already incorporate Google Ads into your bidding procedure. Be aware that additional outside demand sources might have different bidding processes. Here is a tutorial on how to begin using real-time bidding.
Will Google Ads Still Respond to a Single Call from Waterfall After October 31?
Yes, Google Ads may still engage with mediation waterfalls that initiate only a single call to Google Ads demand.
What Actions Should I Take if I Am Using Google Ads in Both Bidding and Waterfall?
If you’re utilizing Google Ads in both bidding and waterfall mediation across your entire inventory, no specific actions are needed at this time.
Which Publisher Platforms Support Google Ads in Real-Time Bidding for App Inventory?
This change affects all publishers serving Google Ads campaigns in app inventory, except for instream video. To continue serving Google Ads campaigns, we recommend using a platform that supports real-time bidding for Google Ads.