Google Ads is shifting from waterfall to real-time bidding auctions for publisher apps, signaling a crucial move in its strategy. Publishers should heed the updated rules, as Google Ads warns of halting purchases from those intentionally evading multicall detection.
Non-compliance risks are significant. Commencing January 20, 2024, Google Ads might suspend purchases on publisher apps for one to four weeks, based on the extent of prior abuse. The platform actively invests in systems to spot publishers attempting to bypass multicall detection, with a keen focus on identifying multicall behavior.
An example of an evasion technique involves ad unit representation—frequently creating, using, or changing new ad units in multicall queries. This misrepresentation conceals related multicall requests, showcasing the importance of compliance in this evolving landscape.
Google Ads made a pivotal move on October 31, 2023, by halting ad purchases for multicall requests in waterfalls lacking a bidding ad unit. However, Google continued engaging with waterfall mediation if there was a single call within the waterfall—part of its transition to real-time bidding. Now, the next step in Google’s strategy is to cease responding to multicall requests within hybrid setups.
Understanding Mediation is key. It’s a tool facilitating efficient ad source management for app displays. Two types exist:
- Bidding: Ad sources compete in a real-time auction.
- Waterfall: Ad sources are called one by one based on the average eCPM you set.
This shift impacts how publishers manage ad sources, emphasizing the need for agility in adapting to evolving strategies.
