Google expands media shopping for with real-time bidding integrations

To boost media shopping for effectivity, Google Advertisements plans to undertake real-time bidding auctions for apps, ceasing to reply to a number of calls in mediation beginning October 31, 2023. Google Advertisements will not interact with or take part within the apply of dealing with a number of requests for a similar advert impression throughout the mediation course of.

The way it works. Previous to this date, Google Advertisements will begin transitioning away from waterfall shopping for for sure multi-call requests. The shift to real-time bidding is predicted to allow advertisers to seek out optimally-priced app stock extra effectively and enhance competitors throughout the real-time public sale.

Third-party integrations. Google Advertisements and Show & Video 360 are broadening their real-time bidding integrations with third-party app monetization platforms. These integrations are transitioning to open beta and might be accessible to all app builders utilizing AppLovin (Max), Chartboost Mediation, Digital Turbine FairBid, and Unity LevelPlay monetization platforms.

Implementations. No alterations to campaigns might be required for advertisers to reap the advantages of this program. Within the coming week, the choice to allow Google bidding might be made out there to all app builders utilizing the supported third-party monetization platforms. App builders can even entry Google’s demand via real-time bidding integrations with AdMob and Advert Supervisor writer choices.

Dig deeper. You may learn concerning the new integrations on the Google Advertisements & Commerce Weblog.

Why we care. The transition to real-time bidding auctions for apps, and ceasing to reply to a number of calls in mediation, will streamline the media shopping for course of, enhance competitors, and be certain that advertisers discover the best-priced app stock extra effectively.