le expands its media buying with real time bidding integrations

Google Ads will adopt real-time auctions to improve media buying efficiency. Google Ads will no longer respond to multiple mediation calls starting October 31st 2023. Google Ads won’t engage in or participate in the practice that involves handling multiple requests within the mediation process for the same ad.

What it is. Google Ads will begin to transition away from waterfall purchasing for certain multiple-call requests prior to this date. Real-time bidding will allow advertisers to more easily find app inventory at the best price and increase competition in real-time auctions.

Third party integrations. Google Ads, Display & Video 360 and other app monetization platforms are expanding their real-time bid integrations. These integrations will soon be available to all developers of apps using AppLovin’s (Max), Chartboost Mediation and Digital Turbine FairBid monetization platforms.

Implementations. Advertisers will not need to make any changes to their campaigns to take advantage of this program. All app developers who use the third-party monetization platform will have the option of enabling Google bidding in the next week. App developers can access Google’s bidding through the real-time integrations of AdMob publisher and Ad Manager.

Dig deeper. Google Ads & Commerce Blog has more information about these new integrations.

Why do we care? By moving to real-time auctions, advertisers will be able to find the most competitive app inventory and reduce the number of calls they have to make.

The article Google expands its media buying with integration of real-time bids first appeared on Search Engine Land.