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.