This announcement means that Unity Ads is transitioning from a traditional waterfall ad monetization model to a bidding-only model on AppLovin’s MAX platform starting January 31, 2025. Here’s what it implies:
Key Points:
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Unity Ads Will Be Bidding-Only:
- Unity Ads will no longer be available for use in the traditional waterfall model.
- Instead, Unity Ads will participate in real-time auctions (bidding) to compete for impressions dynamically, based on the highest bid.
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Impact on Active Placements:
- Any existing Unity Ads placements configured under the waterfall model in MAX will be paused after January 31, 2025.
- Unity Ads will no longer appear as an option under the “Other Networks” section of the Ad Unit page in MAX.
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Action Required:
- You must migrate all Unity Ads placements to the bidding model in MAX before the deadline.
- Failure to do so will result in Unity Ads no longer serving ads, potentially leading to revenue loss.
Why Is This Happening?
Unity Ads is aligning with the industry shift toward programmatic bidding, which offers:
- Better efficiency: Ad placements are filled dynamically based on the highest bid, reducing manual optimization.
- Higher revenue potential: Real-time competition among advertisers often leads to higher eCPMs.
- Streamlined setup: Bidding eliminates the need for complex waterfall configurations.
Steps to Migrate to Unity Bidding:
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Enable Unity Bidding in MAX:
- Go to your MAX account settings and ensure Unity Ads is set up as a bidding partner.
- Update the required credentials (e.g., Unity Game ID, API key).
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Update Ad Units:
- Replace any waterfall-based Unity Ads placements with bidding-enabled configurations.
- Verify that all Unity Ads placements are active and properly linked.
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Test and Monitor:
- Test your ad units to ensure Unity Ads is bidding successfully.
- Monitor performance metrics like fill rate and eCPM after migration.
Why You Should Act Now:
- Prevent Revenue Loss: Paused Unity Ads placements will result in no revenue from Unity Ads.
- Optimize Revenue Potential: Unity bidding may provide higher eCPMs than traditional waterfall placements.
- Ensure Compliance: Avoid last-minute issues by migrating before the deadline.