Google Ads Shifts to Real-Time Bidding: What Publishers Need to Know

Google Ads Shifts to Real-Time Bidding: What Publishers Need to Know

Google Ads is moving primarily to real-time bidding auctions on October 31, 2023. This means that Google Ads will no longer respond to multiple calls in mediation.

What is real-time bidding?

Real-time bidding is a programmatic advertising method in which advertisers compete in real-time for the opportunity to display their ads on publisher websites and apps. This allows advertisers to target their ads to specific audiences and to get the most value for their advertising spend.

Why is Google Ads shifting to real-time bidding?

Google Ads is shifting to real-time bidding to provide a more efficient and effective way for advertisers to buy and sell ad space. Real-time bidding allows advertisers to target their ads more precisely and to get better results. It also allows publishers to earn more money from their ad inventory.

What do publishers need to do to prepare for the shift to real-time bidding?

Publishers can prepare for the shift to real-time bidding by adding a real-time bidding solution to their existing mediation waterfall setup. Publishers with both bidding and waterfall integrations with Google will be well positioned for the upcoming change.

There are a number of real-time bidding solutions available, so publishers can choose the one that is right for their needs. Once a real-time bidding solution has been chosen, publishers need to update their mediation waterfall setup to include the new integration.

Here are some additional tips for publishers:

  • Make sure that you understand the different real-time bidding solutions that are available.
  • Choose a real-time bidding solution that is right for your needs.
  • Work with your real-time bidding provider to ensure that your setup is optimized for Google Ads demand.
  • Monitor your performance and make adjustments as needed.


The shift to real-time bidding is a significant change for the advertising industry. Publishers who are prepared for the change will be well-positioned to succeed in the new era of programmatic advertising.

Read more