Google has updated AdMob, the platform of the mobile advertising company it acquired in 2010, with new strategies that will help developers and publishers of mobile gaming apps.
Open Bidding is an update that will allow AdMob advertisers to participate in in-app advertising, accessing app developers and publishers to bid on inventory in real-time.
With multiple demand sources, Google foresees that app developers and publishers can earn the highest yield by the impression.
"Open Bidding is already live with bids from Smaato, Index Exchange and OpenX," said Sissie Hsiao, VP of product for the mobile app advertising team at Google. "We’re looking forward to adding even more networks over the next few months, including AdColony and Vungle."
Historically, app developers and publishers would rely on SDKs and adapters in order to monetize mobile gaming apps and earn with an average historical monetization model.
The update with Open Bidding eliminates this requirement, allowing app publishers to simplify billing and reporting processes.
As of March 2018, Google claims to have driven over 10 billion app installs through in-app ads with the help of Universal App Campaign, the machine-learning technology that helps app publishers find new users.
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