Beyond Waterfall: Understanding Google Ads’ Shift to Real-Time Bidding and Its Impacts for Publishers

Think about it: The digital marketplace has billions of transactions every millisecond. Publishers serve as the backbone, offering valuable digital real estate where advertisers can showcase their messages. This marketplace, however, is not static. A significant transformation is underway, redefining how advertising spaces are bought and sold: Google’s shift from the traditional waterfall method to […]