Google has announced updates to its AdMob mediation platform earlier this month. App publishers will be happy to learn that AdMob has added new bidding partners and enhanced their monetization tools. Reports also suggest an expanded bidding support from multiple ad networks and enhanced management tools for publishers.
According to PPC Land, Google has rolled out an AdMob update on 7th July that includes enhanced eCPM floors, Improved A/B resting in the form of 3-day recommendations, engagement ads, enhanced brand safety controls, bulk management tools and upcoming immersive ads (an in-game advertising format).
Google AdMob now includes the following demand partners for bidding- InMobi, Unity, and IronSource, making these partners accessible to all publishers on AdMob. LiftOff and Mintegral have also included the support for OpenAds, allowing publishers to expand their ad inventory. Two other prominent platforms Moloco and LINE are also expected to go live as bidding partners in the month of July. Google said it would release more information about new bidding partners and additional demand sources as they become available in the coming months.
eCPM Floors for Bidding
AdMob now allows publishers to set eCPM floors in mediation groups through the new bidding eCPM floors feature. Using this feature app publishers can optimize for specific user segments and AB test different floor prices. The AB tests in mediation provide results in just 3 days helping app developers make better decisions.
Bulk Action Functionalities Added
Google AdMob also gets new bulk action capabilities, enhanced search features, and network eCPM field functionality. App developers can now add or remove line items within mediatio groups from tBidding and waterfall ad sources.
To improve searchability, AdMob now allows you to search specific information using Ad unit IDs, placement names, third-part ad source app, and IDs. Also, when adding a single ad unit to a mediation group, a consolidated view allows for bulk addition of previously created line itesm.
Upcoming Immersive Ad Format
Google is introducing a new ad format in the later half of 2025 called Immersive Ads. This format allows ads to be served within the game content creating a new ad unit. A new ad unit is an add-on to your existing ad units and will help increase publisher revenue. These ads will be served programmatically,
