How to operate with the new Google Ads rules?

Publication date: 10 Oct 2023

Starting 31 October 2023, Google Ads is moving to a new media buying model for affiliates. So, what will this be and how to prepare in advance for the changes to Google Ads?

The new Google Ads rules: what to do?

To improve competitiveness and get more out of the tools, Google Ads offers advertisers to switch to a new model of advertising placement: the auction bids.  That means moving to real-time bidding, where advertisers will be able to find apps at the most favourable price.  In real-time bidding, prices from all buyers are compared at the same time and the most favourable bid for display ads wins. As a result, real-time bidding will improve advertisers’ ROI by creating incentives for increased ad spending.

The innovations will come into effect on 31 October 2023. However, in order to make the switch to a more efficient ad buying model a smooth one, a transition period is envisaged. The complete abandonment of the old model will take place in early 2024.

How to switch to Google’s new ad buying system?

During the transition period, Google Ads suggests using “hybrid schemes”. To set these up, you’ll need to add a bid assignment ad unit to your existing cascading mediation.

If a bid assignment ad unit is not created, Google Ads will cease shopping for cascading queries with multiple calls on 31 October, but will continue to process queries in mediation cascades with only one call.

Ad Exchange is recommended when assigning bids. Both Google sources (Google Ads, Display and Video 360) and third-party ad sources are available in Ad Exchange.

Did you like the article?

Share it with your friends via favorite social media

Read more

The iGaming market is flourishing, attracting players of various levels — users, partners, traffic specialists, …

Various methods exist for promoting online betting and gambling, each with differing levels of effectiveness …

In the first part, “What is Click-Under Advertising and Who Needs It?”, we covered the …

June 2025 saw a significant shift in the gambling industry, with some countries tightening controls …

Gambling is regulated in many countries worldwide. It may be banned entirely, permitted fully, or …

Affiliate marketing in gambling relies on trust and clear agreements: traffic exchanged for CPA. But …

Today, in our section of short interviews with affiliate marketing stars on iGaming Heroes at …

July is a busy sports month filled with numerous exciting events. Major international tournaments provide …

Nothing happens randomly in the iGaming industry. The best connections, deals, and trends emerge at …

In today’s regular iGaming Heroes column on 3S.INFO, we welcome Dmitry Zaytsev, the CEO of …