Google Ads API : Extending the deprecation period for the Authorized Buyers Real-time Bidding protocol

Introduction

In the rapidly evolving world of digital marketing, staying updated with the latest protocols is crucial for optimizing bidding strategies. Recently, significant changes have been announced regarding the Authorized Buyers Real-time Bidding protocol, which are vital for all digital marketers to understand.

What’s New

  • Extended Sunset Date: The deprecation date for the Authorized Buyers Real-time Bidding protocol has been changed to April 30th, 2025. This extension provides additional time for partners to transition to the OpenRTB protocol without disruption.
  • Exclusive Use of OpenRTB: After the sunset date, only the OpenRTB protocol will be supported for Authorized Buyers, Open Bidding, and SDK Bidding. This change aims to streamline processes and improve integration efficiencies.
  • Improved Bidding Performance: Many partners migrating to OpenRTB have reported significant enhancements in bidding performance as compared to traditional Google RTB integrations.

How to Make the Most of the Update

  • Begin Migration Early: To avoid last-minute challenges, start transitioning to OpenRTB as soon as possible to familiarize yourself with the new protocol.
  • Utilize the Migration Guide: Reference the OpenRTB migration guide to aid your transition and understand differences from the previous protocol.
  • Engage with Support Channels: For any questions or concerns, utilize the Authorized Buyers support forum or contact support directly at adxbuyerapi-support@google.com.

Key Takeaways

  • The sunset date for the Authorized Buyers Real-time Bidding protocol has been extended to April 30th, 2025.
  • Post-sunset, OpenRTB will be the sole supported protocol.
  • Many partners have already seen improvements in bidding performance after transitioning to OpenRTB.

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