Google Ads is moving towards a system primarily based on real-time bidding auctions for apps. It has stopped buying on multicall requests in waterfalls that do not contain a bidding ad unit, and in January 2024, will stop responding to multicall requests within hybrid setups as well.
Google Ads is investing in systems to detect ‘multicall behavior’ – where multiple ad requests are made simultaneously in a way that isn’t compatible with the new auction-based approach. They’re also keeping an eye on any attempts to bypass these detection systems.
Beginning January 20, 2024, Google Ads may stop buying on publisher apps for a period of 1 week to 1 month based on the magnitude of both previous or currently detected abuse.
Find all the details here.
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