Preparing for the upcoming Google Ads change on October 31, 2023 (Google Ad Manager)

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In May, Google Ads announced that on October 31, 2023, they intend to move primarily to real-time bidding auctions and will no longer respond to multiple calls in mediation. On September 7th Google Ads provided additional details about their shift to real-time bidding on October 31, 2023. Here are the key updates from their post:

1. Google Ads will continue to bid on “hybrid setups” after 10/31 (bidding & waterfall ad units present) for a temporary period of time to make the transition as smooth as possible
a. Clarification statement from the post: Google Ads will still respond to multiple calls within hybrid waterfalls on supported partner platforms, as well as AdMob and Ad Manager. Hybrid waterfalls should be set up by adding a bidding ad unit to your existing waterfall mediations.
b. The update added that “Google Ads plans to gradually transition away from responding to waterfall requests in hybrid, and we expect to complete this transition by early 2024.”

2. Google Ads will stop buying on multicall waterfall requests without bidding ad units present
a. Clarification statement from post: “Google Ads will begin to reduce spending on multicall requests in waterfalls that do not contain a bidding ad unit. On Oct. 31, Google Ads will stop buying on multicall waterfall requests that do not contain a bidding ad unit.”

3. Google Ads may still bid on requests from a single waterfall call ad unit
a. “Google Ads may still buy on mediation waterfalls that only make a single call to Google Ads demand.”

What this means for you as a publisher

Before this date, you should consider using a real-time bidding solution to access Google Ads demand. You can use Ad Exchange in bidding with Ad Manager yield groups. Ad Exchange includes demand from Google (Google Ads, Display & Video 360) and third-party ad sources.

If you are calling Google Ads in bidding, there is no action for you to take. Other third-party demand sources may have their own bidding behavior. Here's how to get started with real-time bidding.

Will Google Ads still respond to a single call from waterfall after 10/31?

Google Ads may still buy on mediation waterfalls that only make a single call to Google Ads demand.

What action do I need to take if I am calling Google Ads in both bidding and waterfall?

If you are calling Google Ads in both bidding and waterfall mediation across all of your inventory, you do not need to take any action.

What publisher platforms support Google Ads in real-time bidding for apps inventory?

This change covers all publishers who serve Google Ads campaigns in app inventory, excluding instream video. In order to continue serving Google Ads campaigns, we recommend you to use a platform which supports real-time bidding for Google Ads.

Until next time,
The Google Ad Manager Team