Feb 23, 2024
Navigating Change: Google Ads move to real-time bidding for apps
In a strategic shift aimed at optimizing the app monetization landscape, Google Ads is moving primarily towards real-time bidding auctions for apps. This transition away from multicall requests in hybrid mediation chains aligns with Google Ads' commitment to enhancing advertiser ROI and fostering new monetization avenues for app publishers. Here, we delve into the rationale behind this shift, its implications for publisher ad revenue, and recommended strategies for adaptation.
Understanding the Transition: The Why and the When
Google Ads' move away