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Alphabet A: Opening real-time bidding integrations to more app developers and changing how we buy media on apps (107.45 +0.11)
For years, Google Ads has been working to simplify media buying for partners. This includes helping advertisers be more competitive and getting the best value for inventory when reaching new audiences in apps. As another step toward making media buying more efficient, Google Ads intends to move primarily to real-time bidding auctions for apps and will no longer respond to multiple calls in mediation on Oct 31, 2023.
Before this date, Google Ads may begin to transition away from waterfall buying for some multi-call requests. Shifting to real-time bidding will help advertisers to find the best-priced app inventory in a more efficient manner and increase competition within the real-time auction.
While it's a common practice for app developers using waterfall mediation, making multiple calls for the same ad impression is not optimal for advertiser performance. With real-time bidding, prices from all buyers are compared simultaneously, ensuring an efficient auction such that the highest offer for the ad impression wins.