If you’re involved in mobile app advertising or digital marketing at all, you’ve probably heard the buzz: Google Ads has shifted its approach toward real-time bidding (RTB) for app ads. This isn’t just a minor tweak—it’s a major change that impacts how publishers, advertisers, and platforms interact with Google’s ad inventory.
For anyone serious about optimizing their app monetization strategy, or for businesses looking to make the most out of their ad spend, understanding this shift is essential. That’s why working with the Best Google Ads Experts in Toronto can be a game-changer.
Let’s dive deep into what this move means, why it’s happening, and how you can adapt effectively.
What is Real-Time Bidding (RTB)?
Real-time bidding is an automated process where advertising inventory is bought and sold on a per-impression basis via instantaneous auctions. Instead of a “waterfall” method, where ad networks are called sequentially until one fills the slot, RTB allows all buyers to compete at the same time.
When a user opens an app, an ad request is sent out. Buyers (advertisers) submit bids based on how valuable they believe that impression is, and the highest bidder wins the placement, all within milliseconds.
If you’re unsure how to navigate these auctions, consulting the Best Google Ads Experts in Toronto can helpBest Google Ads Experts in Toronto can help you build winning bidding strategies tailored to your business goals.
Why is Google Making This Shift?
Google’s move away from waterfall mediation toward real-time bidding wasn’t made overnight. The transition has been gradual, starting with beta testing in 2022 and ramping up throughout 2023 and 2024.
Here’s why Google is making this change:
- Efficiency: Real-time bidding allows for fair competition between all advertisers, ensuring the highest bid wins without unnecessary delays.
- Transparency: RTB makes it easier for publishers and advertisers to see who’s bidding and what they’re paying.
- Maximized Revenue: Publishers get better yields as all bidders compete simultaneously rather than settling for the first acceptable offer.
- Fraud Prevention: By detecting and preventing multi-call manipulations, Google ensures more secure and trustworthy auctions.
For app developers and advertisers alike, this shift means adapting new strategies. That’s where collaborating with the Best Google Ads Experts in Toronto becomes crucial—they can help you restructure campaigns for this new, faster-paced environment.
Timeline of the Changes
Google’s transition toward RTB wasn’t abrupt. Key milestones included:
- May 2023: Open beta launched for third-party app inventory bidding.
- October 31, 2023: Google officially began to phase out waterfall mediation without bidding ad units.
- January 2024: Google Ads stopped responding to multi-call requests within hybrid setups.
- September 2024: Display & Video 360 announced that it will stop buying on multiple waterfall calls, focusing solely on real-time bidding.
From now on, RTB is not just a recommended practice—it’s the standard. Need help adapting? It’s smart to work with the Best Google Ads Experts in Toronto to stay ahead of your competitors.
What This Means for Publishers
If you’re still relying on waterfall mediation, it’s time to pivot—fast. Here’s how the transition affects you:
- No more multicall buying: If your mediation setup doesn’t support bidding, Google Ads may stop buying from you altogether.
- Use Ad Exchange with Ad Manager: Using Google Ad Manager’s yield groups ensures that Google Ads will continue to compete for your ad space.
- Prevent Suspension: Google is actively monitoring attempts to manipulate multi-call behavior. Abusing mediation setups could result in Google Ads pausing purchases on your apps for up to a month.
If you’re unsure about your current setup, the Best Google Ads Experts in Toronto can conduct a full audit to ensure you’re compliant and optimized for maximum revenue.
Benefits of Moving to Real-Time Bidding
For publishers and advertisers who embrace the change, the benefits of RTB are significant:
- Higher Fill Rates: Since all advertisers can bid simultaneously, the chances of filling every ad request increase.
- Better CPMs: With more competition, publishers can command higher prices for their inventory.
- Greater Access to Demand: Ad sources that might have been missed in a waterfall setup can now compete in real time.
- Faster Revenue Flow: Immediate bidding means quicker turnover and faster scaling opportunities.
The Best Google Ads Experts in Toronto are already using these advantages to help clients fine-tune their app monetization strategies for the new landscape.
How Advertisers Should Adapt
For advertisers, the shift to RTB means rethinking bidding strategies:
- Dynamic Bidding: Bids should be flexible and real-time to capture valuable impressions when they arise.
- Creative Optimization: With real-time competition, your ad creatives must be sharper than ever.
- Targeted Campaigns: Leveraging precise user data and intent signals will become even more critical.
The Best Google Ads Experts in Toronto specialize in crafting dynamic, real-time strategies that get ads seen by the right people at the right time.
Final Thoughts
The move to real-time bidding is more than just a technical update—it’s a fundamental shift in how digital advertising operates. For app developers, advertisers, and marketers alike, staying ahead means fully embracing RTB now.
If you’re looking for guidance on how to pivot successfully, partnering with the Best Google Ads Experts in Toronto is a smart move. They can help you not just survive this shift, but thrive in it.
By understanding the nuances of real-time bidding and taking proactive steps today, you’ll be well-positioned for success in the rapidly evolving app advertising landscape.
