Google AdMob will support programmatic bidding for limited ad-eligible inventory in early 2024.
This new delivery mode enables contextual programmatic demand for publishers serving limited ads and enables demand for:
Google demand. authorized The buyers Open bidders. SDK offering.
Why we care This feature gives publishers the ability to increase revenue through programmatic demand. However, the use of invalid traffic-only cookies may have legal implications, so it is recommended that you seek advice from your legal department before deciding whether or not to use them.
How it works. If you choose to use this new delivery mode, Google will use invalid traffic detection-only cookies and local storage (regardless of user consent signals in limited ad requests), as well as activate programmatic demand ( and an invalid traffic-only cookie and local storage used).
This inventory requires the use of the invalid traffic-only cookie, as it plays a crucial role in protecting against invalid traffic, a prerequisite for programmatic demand.
What is programmatic demand? Programmatic demand is a feature that can increase your earnings from Google ads on your web stories. It can also be used to populate Web Story ad block line items.
What is invalid traffic? Invalid traffic refers to any traffic not generated by a genuine user with genuine interest. This may include:
Accidental clicks caused by intrusive ad implementations. Fraudulent clicks by competing advertisers. Advertising botnets and more.
Optional. Google has made programmatic bidding for limited ads an optional feature because publishers are legally responsible for the tools they use, and opinions may vary on whether user consent is required for invalid traffic-only cookies and local storage.
Potential legal issues. Google advises publishers to consult their legal teams before deciding whether or not to use this feature, taking into account regulations and regulatory guidelines. Publishers must assess whether the use of invalid traffic-only and local storage cookies on their sites or applications requires user consent.
Publishers who do not wish to use invalid traffic-only cookies and local storage without user consent should disable this feature.
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deep dive Read Google’s limited ad targeting to learn more about this change and how to prepare.
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