Google Ads will stop responding to multi-call requests within hybrid configurations starting in January 2024.
The announcement comes as the platform continues its gradual transition from waterfall to real-time bidding auctions for publisher apps.
Why we care Publisher apps must ensure they comply with the updated rules, as Google Ads has issued a warning that it will stop buying from publishers who deliberately circumvent multi-call detection.
Risks of non-compliance. Starting January 20, 2024, Google Ads may suspend publisher app purchases for one week to one month, depending on the extent of previously detected abuse. The platform is actively investing in systems to identify publishers trying to avoid multi-call detection, with an emphasis on multi-call behavior detection.
Avoiding multi-call detection. An example of a technique used to evade multiple detection includes, but is not limited to:
Ad unit rendering: This involves the frequent creation, use or change of ad units in multi-call queries. Ad block misrepresentation is commonly done to hide the presence of related multi-call requests.
why now As of October 31, 2023, Google Ads stopped buying ads for cascading multi-call requests without a bid ad unit. However, Google continued to interact with cascade mediation on the condition that there was only a single call within the cascade, easing the transition to real-time bidding. The next step in Google’s strategy is to stop responding to multi-call requests within hybrid configurations.
What is mediation? Mediation is a tool that helps you efficiently manage ad sources to serve ads to your apps. It allows you to submit ad requests to multiple sources, ensuring that you find the best options available to fill those requests. There are two types of mediation in Google Ads:
Tender: With bidding, ad sources compete in a real-time auction to fill your ad requests.
Waterfall: In cascade mediation, ad sources are named one by one based on the average eCPM (how much an advertiser pays for an ad space per unit of 1,000 ad impressions) you set, not based on what the source of advertisement is willing to pay.
What is a hybrid configuration? In AdMob, a hybrid setup uses both bid and cascade ad sources in mediation groups.
What is an ad source? An ad source is a platform or provider that serves ads to your app. In your AdMob account, go to the ad source page to set up or view available sources. You can find it by logging in, clicking “Mediation” in the sidebar, and selecting the “Cascade Sources” or “Bidding Sources” tab.
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deep dive Read Google’s announcement in full for more information.
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