Here is a summary of the key updates:
Real-Time Bidding for Apps
In May, Google Ads revealed its intention to shift towards real-time bidding auctions for apps. This transition aims to improve advertiser return on investment (ROI) and create more opportunities for monetization, benefiting both advertisers and publishers. However, Google Ads acknowledges that this shift may pose challenges for publishers with complex waterfall mediation setups.
To ease the transition, Google Ads will continue to respond to multiple calls within hybrid waterfalls on supported partner platforms until October 31, 2023. Publishers are encouraged to implement a hybrid setup for their mediation waterfalls by adding a bidding ad unit. Google Ads plans to complete this transition away from waterfall requests by early 2024.
Limited Ads Serving Policy
Google Ads introduced the “Limited Ads Serving” policy to enhance ad clarity, reduce the risk of scams, and prevent misleading ads. This policy will primarily affect advertisers who target specific brands with their ad campaigns. During a “get-to-know-you” period, impressions for ads from less familiar advertisers may be limited.
This policy aims to ensure users have a clear understanding of the advertisers they interact with, especially when referencing a brand in their ad. Advertisers with a history of policy compliance and transparency will be less affected, while those with an unproven track record may experience limitations. Advertisers can improve ad clarity by pinning their domain to the ad title and adhering to advertising policies.
