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Google AdMob Open Bidding Adds New Auction Report, Waterfall Mediation

AdMob, Google-owned mobile app advertising platform today announced a few updates for app developers to monetize their apps.

Advertisers and developers of all sizes can now easily grow their earning with mobile app ads with the new ways launched today.

Google has enrolled more advertising partners into its Open Bidding for mobile ad buying.

Open Bidding was launched in beta earlier this year as a monetization model that allows all ad buyers participating in the program to compete for the ad inventory in real time.

The new mobile app monetization solution is powered by the same technology used on Googles’ DoubleClick platform.

Google says developers that are currently using Open Bidding are reporting more ad revenue along with less latency for users.

The new partners including Facebook Audience Network, AppLovin, and Rubicon Project is joining existing OpenX, Index Exchange, Smaato, Tapjoy, and AdColony.

“We’re offering diverse sources of app advertising to compete for ad inventory in real time, driving even more revenue for app developers.”

In addition to new advertising partners, Google also has added support for additional ad formats to Open Bidding.

The beta now offers ad formats such as interstitial, rewarded, banner. Native ad format will be adding soon, says Google.

Google says, the new features launching today are based feedback from beta participants, who have additionally also asked for more transparency into “who is bidding on” and “buying their ad inventory.”

Based on developers demand, a new “auction” report will become available to all beta participants early next year.

The new report will allow developers in understanding how their different advertising partners are performing.

Here is an image of the new auction report:

Google AdMob Open Bidding Auction Report

Beta participants have also been able to maximize the value of impression and simplified operations with the seamless support of “waterfall mediation” with Open Bidding, says Google.

Get set up quickly with developer-first tools

Regardless of what developers select Open Bidding or waterfall mediation, or both, Google also is introducing a few new AdMob tools to help with that.

“Waterfall mediation uses historical revenue data to prioritize networks and call them one at a time.”

Here are the details of new tools:

Mediation Test Suite currently in beta let developers test apps to ensure the set up is correct to display ads.

If everything is correctly setup, developers will view an ad in the testing environment as a confirmation of pipes being ready.

Another feature also in beta offers developers an ability to “warm up” SDK adapters to reduce timeouts on first ad request.

Developers will also be able to initialize all their SDK adapters in one call to AdMob. This will ensure that adapters are ready for the first ad request.

Google notes, that it will be rolling out more exciting features in the next few months.

  • Real-time CPMs – In Open Bidding, the CPM data is pulled in real-time directly from demand partners. This helps developers save time, earn more as well as eliminates costly mistakes.
  • Simplified billing & payments: The centralized dashboard shows how different partners are doing along with consolidate payouts from multiple partners.
  • Fewer SDKs: Developers can access demand from participating partners without adding new SDKs to an app.
  • That said, all that is required is the Google Mobile Ads (GMA) SDK.
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