Google Ads this week announced it will suspend buying on apps that use multicall tactics to evade its detection systems. This change started yesterday.
Multicall tactics are a way for publishers to inflate the number of ad impressions they serve to advertisers. This can be done by making multiple requests for ad impressions from the same user in a short period of time. This can artificially inflate the publisher's ad fill rate and revenue, but it can also lead to a worse user experience for advertisers.
Google Ads has been working to detect and prevent multicall tactics. Since yesterday, Google Ads is expected to stop responding to multicall requests within hybrid setups as well. This means that advertisers will only be able to buy ad impressions from publishers that use real-time bidding (RTB) auctions.
In addition to stopping buying on multicall apps, Google Ads will also be monitoring for attempts to circumvent its detection systems. If Google Ads detects that a publisher is using multicall tactics, it may stop buying on that publisher's app for a period of 1 week to 1 month.
This new policy is a significant step forward in Google Ads' efforts to combat multicall tactics. By stopping buying on these apps, Google Ads is sending a clear message that it will not tolerate publishers who try to cheat the system.