AdMob To Switch To AdWords-Style Auction For CPC Advertising


Advertising auctions for cost-per-click (CPC) placements on Google’s AdMob mobile ad network will soon take quality score into consideration, as the company moves AdMob closer to its core AdWords product. Previously, the highest bidder won the impression on AdMob.

The change will take place globally on February 15, at which point the ad displayed for a given user will depend on the quality of the ad and the bids of that impression. In addition, Google is removing minimum bids and targeting fees, instead letting the pricing be determined solely by market forces.

The move may presage an even further integration into AdWords, as Google continues to bring the products closer together. Non-CPC campaigns on AdMob won’t be affected by this change.

The AdMob network includes more than 100,000 mobile websites and apps, and the unit receives more than 2.7 billion ad requests a day.

About The Author

Pamela Parker is Executive Features Editor at Marketing Land, MarTech Today and Search Engine Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998. She’s a former managing editor of ClickZ, and worked on the business side helping independent publishers monetize their sites at Federated Media Publishing.



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