Publication date: 10 October 2023
Starting 31 October 2023, Google Ads is moving to a new media buying model for affiliates. So, what will this be and how to prepare in advance for the changes to Google Ads?
To improve competitiveness and get more out of the tools, Google Ads offers advertisers to switch to a new model of advertising placement: the auction bids. That means moving to real-time bidding, where advertisers will be able to find apps at the most favourable price. In real-time bidding, prices from all buyers are compared at the same time and the most favourable bid for display ads wins. As a result, real-time bidding will improve advertisers’ ROI by creating incentives for increased ad spending.
The innovations will come into effect on 31 October 2023. However, in order to make the switch to a more efficient ad buying model a smooth one, a transition period is envisaged. The complete abandonment of the old model will take place in early 2024.
During the transition period, Google Ads suggests using “hybrid schemes”. To set these up, you’ll need to add a bid assignment ad unit to your existing cascading mediation.
If a bid assignment ad unit is not created, Google Ads will cease shopping for cascading queries with multiple calls on 31 October, but will continue to process queries in mediation cascades with only one call.
Ad Exchange is recommended when assigning bids. Both Google sources (Google Ads, Display and Video 360) and third-party ad sources are available in Ad Exchange.
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