Google AdMob will provide programmatic bidding on inventory for limited ad campaigns in early 2024.
This new method of serving allows contextual programmatic demand from Google Demand, Authorized Buyers, and Open Bidders, as well as publishers who display only a few ads.
- Google Demand.
- AuthorizedBuyers.
- Open Bidders.
- SDK Bidding.
Why it matters to us
This function allows publishers to potentially earn more money by utilizing programmatic demand. However, employing invalid traffic-only cookies may be illegal, so consult your legal department before deciding whether to use them.
How it runs
If you pick this new serving option, Google will employ cookies for invalid traffic detection and local storage. This holds even if the user has granted authorization for restricted ad requests. Google will also support programmatic demand, which will make use of an invalid traffic-only cookie and local storage.
This inventory must employ the invalid traffic-only cookie since it is a critical component of protecting against invalid traffic, which is required for automated demand.
Programmatic demand: what is it?
You can increase the revenue from Google advertisements in your Web Stories by implementing programmatic demand. It can also be used to complete line items in Web Story advertisements.
What is invalid traffic?
Invalid traffic is defined as any traffic that was not sent by a genuine, interested party. This may include:
- Intrusive ad implementations lead to accidental clicks.
- Competing advertisers engaged in fraudulent clicks.
- Botnets are used for advertising and other purposes.
Optional
Google has made programmatic bidding on limited advertisements optional because authors are legally liable for the tools they employ. Furthermore, opinions may differ on whether users must agree to invalid traffic-only cookies and local storage.
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Potential legal difficulties
Google advises businesses to consult with their legal teams before deciding whether or not to use this tool, taking into consideration regulator-established laws and standards. Publishers should consult with their users to determine whether utilizing poor traffic-only cookies and local storage on their websites and apps requires their permission.
If publishers do not wish to employ local storage and cookies that are only used for traffic without user consent, they can disable this option.
Frequently Asked Question
What is programmatic bidding?
Programmatic bidding is an automated process used in digital advertising where algorithms are used to buy and sell ad inventory in real-time auctions. It allows advertisers to bid on ad placements based on various targeting criteria and audience data.
What are limited ads?
Limited ads refer to a type of ad format introduced by Google that undergoes a more stringent approval process due to sensitive content or regulatory requirements. These ads are subject to additional restrictions to ensure compliance with policies and regulations.
How will programmatic bidding impact limited ads?
The introduction of programmatic bidding for limited ads will likely streamline the process of buying and selling these ad placements. It may provide advertisers with more efficient access to limited ad inventory while ensuring compliance with Google’s policies and regulations.
Who can participate in programmatic bidding for limited ads?
Advertisers who meet certain criteria and comply with Google’s policies and guidelines may be eligible to participate in programmatic bidding for limited ads. However, eligibility requirements may vary depending on factors such as industry, ad content, and regional regulations.
What are the potential benefits of using programmatic bidding for limited ads?
Using programmatic bidding for limited ads can offer several benefits, including improved targeting capabilities, increased efficiency in ad buying, enhanced transparency, and potentially higher ROI for advertisers. Additionally, it may help streamline the ad approval process and ensure compliance with regulatory requirements.