Introduction:
For years, Google Ads has worked to simplify media buying for partners. This includes helping advertisers become more competitive and get the best value for inventory when reaching new audiences in apps. As a further step towards making media buying more efficient, Google Ads intends to primarily shift to real-time bidding auctions for apps and discontinue multiple calls in mediation on October 31, 2023.
Transition to Real-Time Bidding
Prior to this date, Google Ads may start moving away from waterfall buying for certain multiple call requests. The shift to real-time bidding will help advertisers find the best price for app inventory in a more efficient manner and increase competition within the real-time auction.
While making multiple calls for the same ad impression is a common practice among app developers using waterfall mediation, it is not optimal for ad performance for advertisers. With real-time bidding, all buyer prices are compared simultaneously, ensuring an efficient auction where the highest bid wins the ad impression.
Enhancing Access with External App Monetization Platforms
To continue providing advertisers with more access to high-quality app inventory in real-time, we are expanding the integration of Google Ads and Display & Video 360 with select external app monetization platforms. These integrations are now transitioning to open beta and will be available to all app developers using AppLovin (MAX), Chartboost Mediation, Digital Turbine FairBid, and Unity LevelPlay for monetization.
Over the past few months, we have monitored the results of real-time bidding with our bidding program at Google. Advertiser campaigns participating gained greater user reach across platforms. At the same time, app developers who added Google to their bidding strategy benefited from reduced overall mediation costs, improved ad efficiency, and increased competition for their inventory. On average, we observed a positive impact on publisher performance.
Empowering Advertisers to Benefit from the Program
Advertisers will not need to make changes to their campaigns to benefit from this program. Over the next week, the option to enable Google bidding will be available to all app developers using supported external monetization platforms. App developers can also access demand from Google through real-time bidding integrations with AdMob and Ad Manager for publishers.
We will continue to innovate to achieve better results for advertisers by increasing access to inventory from app developer partners. All of this is part of our commitment to providing effective solutions that enable a healthier and safer ad-supported internet for users and a stronger one for businesses.
Source: https://blog.google/products/ads-commerce/more-effective-media-buying-on-apps/
.lwrp .lwrp-list-multi-container{
display: flex;
}
.lwrp .lwrp-list-double{
width: 48%;
}
.lwrp .lwrp-list-triple{
width: 32%;
}
.lwrp .lwrp-list-row-container{
display: flex;
justify-content: space-between;
}
.lwrp .lwrp-list-row-container .lwrp-list-item{
width: calc(12% – 20px);
}
.lwrp .lwrp-list-item:not(.lwrp-no-posts-message-item){
}
.lwrp .lwrp-list-item img{
max-width: 100%;
height: auto;
object-fit: cover;
aspect-ratio: 1 / 1;
}
.lwrp .lwrp-list-item.lwrp-empty-list-item{
background: initial !important;
}
.lwrp .lwrp-list-item .lwrp-list-link .lwrp-list-link-title-text,
.lwrp .lwrp-list-item .lwrp-list-no-posts-message{
}@media screen and (max-width: 480px) {
.lwrp.link-whisper-related-posts{
}
.lwrp .lwrp-title{
}.lwrp .lwrp-description{
“`html
}
.lwrp .lwrp-list-multi-container{
flex-direction: column;
}
.lwrp .lwrp-list-multi-container ul.lwrp-list{
margin-top: 0px;
margin-bottom: 0px;
padding-top: 0px;
padding-bottom: 0px;
}
.lwrp .lwrp-list-double,
.lwrp .lwrp-list-triple{
width: 100%;
}
.lwrp .lwrp-list-row-container{
justify-content: initial;
flex-direction: column;
}
.lwrp .lwrp-list-row-container .lwrp-list-item{
width: 100%;
}
.lwrp .lwrp-list-item:not(.lwrp-no-posts-message-item){
}
.lwrp .lwrp-list-item .lwrp-list-link .lwrp-list-link-title-text,
.lwrp .lwrp-list-item .lwrp-list-no-posts-message{
};
}
“`
Leave a Reply