Google Ads is making a significant change in its approach to ad requests. Earlier this year, the platform announced that it would largely transition to real-time bidding auctions for apps. This step is now being further implemented. Starting in January 2024, Google Ads will no longer respond to requests with multiple calls within hybrid settings.
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Transition to real-time bidding and impact on waterfalls
This follows the earlier decision to no longer purchase for requests with multiple calls in waterfalls when there is no ad block for bidding present. These changes are aimed at delivering the best value to advertisers and highlight Google's commitment to investing in systems that observe multi-call behavior.
Stricter controls on multicall techniques
Publishers are being warned: Google Ads will no longer purchase from publishers that use techniques to circumvent detection of multiple calls. A clear example of such a technique is the misrepresentation of ad blocks.
Possible consequences of non-compliance
Google Ads takes these rules seriously. Starting January 20, 2024, Google Ads may stop purchasing for apps from publishers for a period of 1 week to 1 month, depending on the extent of previously or currently observed abuse.
Importance for publishers and organizations
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