GAM Demand Options for Mobile Apps: What's Available, What Changed, and How to Structure Your Stack

GAM mobile apps have four demand layers in 2026: AdMob direct (AdMob house demand at GAM pricing), AdX (Google's programmatic exchange via Dynamic Allocation), Open Bidding (server-side third-party SSP bidding, requires GAM 360 and AdX), and programmatic direct (publisher deals). Third-party ad network line items were removed from GAM mobile in 2023. Networks like Liftoff, InMobi, and Mintegral are now accessible only through mediation (AdMob mediation, AppLovin MAX, or Unity LevelPlay), not as direct GAM line items.

The 2024 shift: third-party networks no longer accepted as direct GAM line items in mobile

This is the fact that changes everything else in the article. If you do not know it, you will waste hours trying to configure third-party SDK networks as GAM line items for your app and find no working path. That is not a configuration error on your part.

Effective October 31, 2023, Google withdrew bid requests for AdMob-partnered networks in GAM mobile. The architecture that had allowed third-party networks to operate as GAM resellers (capturing the 10-point margin between AdMob's 30% commission and GAM's 20% commission via arbitrage on AdX demand) is gone. PocketGamer.biz described this as "the end of GAM networks on mobile" at the time. The analysis was accurate.

The practical consequence: networks like Liftoff, InMobi, Vungle, and Mintegral cannot be added as direct line items in GAM for mobile app inventory. The line item creation flow in GAM does not surface the network creative templates for mobile the way it does for web. Google's help documentation does not explain this change in any easily discoverable way. The support forums do. A widely-viewed thread at support.google.com/admanager/thread/134220869 captures exactly the moment: an operator who knows GAM has mediation capability, knows third-party networks exist, and cannot figure out how to access them without AdX. The answer to their question is not a configuration path. It is an architectural one.

Third-party network demand now requires a separate mediation layer between GAM and the networks you want to run. The four demand sources that remain available directly in GAM mobile are AdMob direct, AdX, Open Bidding, and programmatic direct. For the broader GAM mobile setup context, see the Google Ad Manager for Mobile Apps: Complete Operator Guide.

The rest of this article maps each of those four demand sources, explains what the mediation architecture decision looks like after the 2023 change, and covers the operational gaps that break demand for mobile GAM operators in practice.

AdMob direct vs AdX demand in GAM mobile

This is the most commonly misunderstood distinction for operators who run both products. They are different demand pools with different pricing models, different fill characteristics, and different setup requirements.

AdMob direct in GAM is Google's own advertiser demand: Google Ads campaigns and DV360 campaigns targeting AdMob supply. When you link an AdMob account to GAM and enable Dynamic Allocation, AdMob house demand competes for your inventory in real time against other demand sources. The winning bid is determined by expected CPM. Most mobile GAM operators already have this active. It fills across a wide inventory profile, including smaller apps, lower-traffic geos (LATAM, APAC, tier-2 and tier-3 markets), and app categories that AdX demand skips. Google's AXON system (automated machine learning applied to ad serving) drives Dynamic Allocation eCPM optimization for AdMob demand. AXON is not something you configure separately. It applies automatically when Dynamic Allocation is on.

AdX (Google Ad Exchange) is Google's programmatic exchange. It carries demand from premium programmatic buyers that do not flow through AdMob's inventory pool: agency trading desks, DSP campaigns with audience bids well above the AdMob baseline. AdX demand is deeper in premium geos (US, UK, Western Europe, Australia) and thin in tier-2 and tier-3 markets. For a global app with significant LATAM or APAC traffic, AdMob direct typically fills where AdX does not. For a US-focused fitness or finance app with high-engagement users, AdX demand can materially outperform AdMob direct on eCPM for the same impressions.

AdX requires a separate publisher account and Google's approval. Approval is not automatic. For mobile, the rejection rate is higher than web (covered in the gotchas section below).

Floor prices matter more in an AdX setup than in an AdMob setup. AdX demand clears through auction, which means an unset or under-set floor allows the auction to clear at the minimum bid. Operators who have AdX active but have not set geo-segmented floor prices in their yield groups are selling to the auction at a discount. Review your Ad Exchange report (under Reporting) to see what AdX demand is actually clearing at before assuming your floors are calibrated correctly.

To access both AdMob direct and AdX in GAM, you need: an AdMob account linked to GAM, an active AdX account linked to GAM and set as the default for Dynamic Allocation, and yield groups configured to surface both demand types. Without the AdX account, you have AdMob direct but not exchange demand. Use the AdMob Approval Checker to verify whether your AdMob-to-GAM link is configured correctly before troubleshooting demand gaps elsewhere.

Open Bidding for mobile (the SSP-side server-to-server option)

Open Bidding (formerly EBDA, Exchange Bidding in Dynamic Allocation) is GAM's server-to-server auction for third-party SSPs. Approved SSP bidders compete in the GAM auction alongside AdX. Bids are submitted server-side in real time. The winning creative is served to the device without a separate SDK load on the user's device (with one important exception noted below).

The GAM 360 requirement. Open Bidding for mobile apps requires GAM 360. If you do not see Delivery > Bidders in your GAM navigation, you are on the free tier and Open Bidding is not available to you. This is the most common gap for operators who read about Open Bidding in GAM documentation and cannot find it in their UI. The feature simply does not appear in free GAM.

If you want Open Bidding without a direct GAM 360 contract, the path is through a Google-authorized Scaled Partner Manager (SPM) or Multi-Customer Management (MCM) partner. These are Google-authorized technology partners who provide managed GAM 360 access for publishers who do not qualify for a direct contract. This is the practical route for most mid-size mobile publishers who want server-side SSP competition without paying for a full 360 contract directly.

To enable Open Bidding for a mobile app on GAM 360: confirm you have an active AdX account, navigate to Delivery > Bidders, accept Open Bidding terms, select a bidder and complete the partnership agreement on the bidder's side, share your 16-digit publisher ID with the bidder, update your app-ads.txt file with the bidder's seller entries, and configure the bidder in your yield groups. New bidder partnerships take up to 2 business days for approval.

The mobile-specific operational differences from web are worth naming. First, the app-ads.txt file (not ads.txt) must contain the seller entries for each approved bidder. Missing entries mean that bidder's demand will not serve, even if the partner shows as active in your GAM UI. Second, some mobile Open Bidding bidders require a third-party SDK present on the device to render their creatives. Those bidders require ad unit mapping in GAM before their demand can serve. Bidders that do not need an SDK render through the Google Mobile Ads SDK directly. Third, the bidder list for mobile app inventory is not identical to the web bidder list. Not all web Open Bidding partners have mobile demand. Check the current list in Delivery > Bidders.

The competitive value of Open Bidding comes from the auction it creates between AdX and SSP bidders. For placements where AdX demand is thin (niche app categories, tier-2 geos, specific content verticals), Open Bidding partners with demand in those segments can improve realized eCPM. The fill benefit scales with the number of approved bidders and how well their demand matches your inventory profile. Adding Open Bidding partners without auditing their demand against your traffic does not guarantee a yield improvement.

For the decision on whether Open Bidding or mediation is the right structure for your third-party demand, see Mediation Waterfall vs In-App Bidding.

Programmatic Direct and Preferred Deals

Programmatic Direct covers three deal types available in GAM: Programmatic Guaranteed (automated direct deal at a fixed price and volume commitment), Preferred Deals (non-guaranteed deal at a fixed CPM with no volume commitment, where the buyer gets first look before the open auction), and Private Auctions (invitation-only auction above the open exchange floor).

All three require an active AdX account linked to GAM. Programmatic Guaranteed and Preferred Deals are transacted through AdX. Without AdX, Programmatic Direct deals are not available. This is the same AdX requirement that gates Open Bidding access. Most of GAM's premium demand features have a consistent prerequisite: an approved AdX account.

When Programmatic Direct makes sense for a mobile publisher: the benefit is a fixed-price premium above what the open auction delivers, typically for an audience segment that a specific buyer wants to reach at scale. A fitness app with a US user base of high-income users who open the app daily is the kind of inventory profile that attracts Programmatic Guaranteed buyers. A utility app with tier-2 geo traffic and low session depth is not. The deal value depends on whether your audience matches a buyer's campaign targeting in a way that the open auction does not already provide.

Buyers propose deals through Google's Marketplace (accessible in GAM under Inventory > Marketplace). Publishers can also negotiate terms directly with agency trading desks or DSP buyers and implement via GAM using a Deal ID line item. The implementation is not complicated. The negotiation is where most operators need clarity.

For apps under roughly 5 million monthly US impressions, Programmatic Guaranteed is rarely viable. Buyers negotiating Guaranteed deals expect forecast-level impression volume and specific audience targeting. Preferred Deals are accessible at lower volumes and lower complexity. For most indie or small studio operators, a Preferred Deal is the appropriate entry point if they want to test direct demand.

If you have been approached by a buyer about a preferred deal or a programmatic guaranteed and you are not sure whether to accept the terms or how to structure the deal in GAM, that is the kind of specific question the initial consultation is designed to answer. There is no reason to accept terms you do not understand. Book a free 30-minute call.

Mediation as the only path to third-party networks

The 2023 deprecation of direct network line items in GAM mobile did not eliminate third-party network demand. It moved it behind a mediation layer. The operator question is now: which mediation layer?

There are three mediation structures available to GAM mobile operators.

AdMob mediation. Google's own mediation stack, integrated with GAM via Dynamic Allocation. Supports more than 20 ad network adapters. Free. AdMob mediation chains compete against AdX and AdMob direct demand through Dynamic Allocation in a unified stack. For operators already running GAM with AdMob linked, AdMob mediation is the lowest-friction path to third-party network demand. The mediation chain optimizer can update network ordering automatically based on observed performance, though the calibration accuracy depends on traffic volume and the stability of network eCPMs over time.

AppLovin MAX with GAM as one demand source. MAX runs as the primary mediation layer. GAM (AdMob demand plus AdX) participates as a bidding demand source through MAX's configuration. The operator lives in the MAX dashboard. GAM is treated as one demand source among many rather than as the primary ad server. This structure is most common for gaming apps where MAX's demand depth (AppLovin, Meta, Mintegral) is the primary revenue driver and GAM demand is valuable but secondary. For a full comparison of the two platforms, see AdMob Mediation vs AppLovin MAX.

Unity LevelPlay with GAM as one demand source. Same architecture as MAX but using LevelPlay as the mediation orchestrator. Applicable for publishers already on Unity's stack or who prefer LevelPlay's demand mix and reporting. The decision between MAX and LevelPlay for gaming apps comes down to which networks are your top revenue contributors and which platform has the deeper bidding demand for those networks at your traffic volume.

The hybrid case is also a valid production architecture. Some operators run GAM as the primary ad server for banner and interstitial inventory while using MAX or LevelPlay for rewarded video and offerwall demand. The demand profiles for different formats can differ enough that one mediation platform does not serve all formats optimally, and splitting by format is a defensible structure when the revenue data supports it.

The mediation structure choice is not arbitrary, and it is not permanent. If your top-3 revenue sources are Google demand plus AppLovin plus Meta, MAX is likely the right mediation layer because AppLovin and Meta have the deepest demand in MAX's bidding stack. If you run primarily direct deals with one or two non-Google networks, GAM's native mediation with AdMob is simpler and requires no external platform dependency. Revisit the choice annually. Calibration periods and adapter reconfiguration cost are real, but so is the cost of running the wrong structure for another year.

For the waterfall vs in-app bidding decision within any of these mediation structures, see Mediation Waterfall vs In-App Bidding.

The GAM 360 question

GAM 360 is the paid tier of Google Ad Manager. The free tier (GAM Small Business) has a hard impression cap (up to 90 million monthly impressions for non-mobile inventory, up to 5 million monthly mobile impressions in the US) and does not include Open Bidding.

What GAM 360 adds for mobile demand:

Open Bidding access (the server-side SSP auction described above)
Higher impression caps, negotiated with Google based on volume
5-level ad unit hierarchy (vs 2 levels in free GAM)
Multiple currency support, relevant for operators running deals in non-USD markets
Expanded Programmatic Guaranteed access
Direct Google support (an account manager, not just help center documentation)

When 360 is worth the cost: the 360 decision is primarily an Open Bidding decision for mobile operators. If your app generates more than 5 million monthly US mobile impressions and you want server-side SSP competition beyond AdX, 360 is the mechanism. For apps under that volume, free GAM with AdMob mediation handles third-party demand through the mediation chain at no additional platform cost.

For operators who want 360 features without a direct Google contract, the SPM and MCM partner path is available. Google-authorized partners provide managed 360 access for publishers who do not meet the direct contract threshold. This is the practical entry point for most mid-size mobile publishers who want Open Bidding without signing a full 360 agreement.

When 360 is not the right move: if your primary demand is AdMob direct plus AdX (both available in free GAM) and you run third-party networks through AdMob mediation (also compatible with free GAM), upgrading to 360 adds cost without adding revenue. The 360 premium is justified by Open Bidding yield uplift. If the SSPs you would add through Open Bidding do not have strong demand for your app's inventory profile, the cost is not offset. Audit the demand picture before upgrading.

Setting up demand priorities and yield groups

Yield groups are the configuration layer that determines which demand sources compete for which inventory in GAM. For mobile apps, yield group structure is the operational mechanism that implements the demand map.

A functional yield group setup for a GAM mobile operator running AdMob, AdX, and Open Bidding:

Yield group 1: AdX plus Open Bidding bidders in a unified server-side auction. Dynamic Allocation compares this group's best bid against other demand in real time.
Yield group 2: AdMob mediation chain. Contains mediation adapters for third-party networks (if running AdMob mediation). Expected eCPM for each network is set or updated via the mediation chain optimizer.
Priority ordering: AdX and Open Bidding compete first via Dynamic Allocation. If the auction result beats the eCPM floor, it wins. AdMob mediation fills for impressions where the auction clears below the floor.

Networks in the mediation chain are ordered by expected eCPM. GAM's mediation optimizer can update this ordering automatically. Automated optimization is recommended for most operators. Manual maintenance requires monitoring frequency that is operationally expensive, and stale eCPM values in a manually maintained chain are a consistent revenue leak.

Floor prices in yield groups are the primary variable determining whether AdX/Open Bidding demand wins or falls to mediation. A floor set too high causes AdX demand to miss, pushing impressions to the mediation chain at lower realized eCPMs. A floor set too low allows the auction to clear below what mediation would have delivered. Floors should be set per geo segment and reviewed at minimum monthly for high-revenue inventory. The Ad Exchange report shows exactly what AdX is clearing at, which is the data point you need to calibrate floors correctly.

One operational constraint specific to mobile: Google Mobile Ads SDK cannot implement Google Publisher Tag (GPT) passback for in-app ad requests. If any third-party creative or network integration attempts GPT passback for a mobile app ad request, it will fail. All in-app ad requests must go through the SDK. Operators who have configured web-style passback logic for their app inventory need to remove it.

If you have yield groups configured but your per-source eCPM reporting shows one demand source consistently winning at prices below what you expected, the floor configuration is usually the issue. That is a one-session fix. Book a free 30-minute call.

For ensuring the mediation adapters in your yield group's mediation chain are on compatible SDK versions, see the Mediation SDK and Adapter Compatibility Guide. For yield group and demand configuration context beyond this article, see the Google Ad Manager for Mobile Apps: Complete Operator Guide.

Reporting demand-by-demand

GAM's reporting for mobile app demand is more fragmented than web because demand sources operate through different pathways: Dynamic Allocation for AdX and AdMob direct, yield groups for mediation and Open Bidding. Knowing which report surfaces which demand source is a prerequisite for interpreting revenue data correctly.

The key reports:

Ad Exchange report (Reporting > Ad Exchange). Shows AdX auction clearing prices, fill rate by placement, and bid distribution data. This is where you see what AdX demand is actually paying per impression, which floor prices are clearing, and where demand is thin. If you have Open Bidding active, individual SSP bidder eCPMs and fill rates appear within this interface.

Mediation report (Reporting > Mediation). Shows per-network eCPM and fill rate for mediation chain demand sources. This is where you see how each third-party network in your AdMob mediation chain is performing. Available when AdMob mediation is active.

Yield group report. Shows performance at the yield group level: which yield group is filling, at what eCPM, and for which inventory segments. Cross-referencing the yield group report with the Ad Exchange report shows how often AdX beats the mediation chain and whether the floor calibration is working.

What you cannot see in standard GAM reporting: impression-level revenue by demand source is not available for mobile. You see aggregated eCPM and fill rate by network or bidder, not per-impression bid data. Impression-level visibility requires a BigQuery data transfer subscription, available only on GAM 360.

Impressions served from third-party mediation networks are not eligible for Active View measurement. Active View metrics apply only to Google demand (AdX and AdMob direct). If Active View figures matter for your advertiser reporting or yield analysis, account for this asymmetry when comparing demand sources.

The most actionable metric for demand source management is realized revenue per 1,000 ad requests, not eCPM per served impression. A demand source with high eCPM and low fill rate is not necessarily better than one with lower eCPM and higher fill rate. Calculate revenue per 1,000 requests to compare demand sources on equivalent terms.

Known gotchas

Each issue below: what breaks, why it breaks, what to do.

Gotcha 1: Open Bidding partner approval pending or rejected

New Open Bidding bidder partnerships require approval from both Google and the bidder. The process can take up to 2 business days, and some partnerships are rejected without explanation. If a bidder partnership shows as "Pending" for more than 3 business days, contact the bidder's publisher support directly. The bottleneck is usually on the bidder side, not Google. Rejections are typically due to inventory quality concerns: too-low traffic, non-brand-safe content, or policy violations on the app itself. Resolving a rejection requires addressing the underlying inventory concern before reapplying.

Gotcha 2: AdX application rejected for mobile app inventory

Mobile app inventory has a higher rejection rate for AdX applications than web inventory. Google's approval process evaluates app store presence, content rating compliance, minimum traffic volume, and policy adherence. Common rejection reasons: the app is not yet published in the app store, the content category is not appropriate for brand advertisers even if it complies with app store policies, or insufficient traffic for AdX demand routing to be economically meaningful. If rejected, confirm the app is live in the store, review content against AdX publisher policies (which are stricter than app store policies), and reapply after at least 30 days with documented traffic evidence.

Gotcha 3: COPPA and TFUA flags restrict demand

Apps designated as child-directed (COPPA compliance) or serving users under 13 (TFUA: Treat For Underage Users As) have demand restrictions that are not always obvious in the GAM UI. COPPA-compliant inventory is excluded from interest-based targeting, remarketing, and most AdX auction demand. AdMob direct (non-targeted house demand) and limited contextual demand still fill, but the eCPM for COPPA-flagged inventory is materially lower. If your app serves children and eCPM is unusually low despite correct GAM configuration, check your COPPA and TFUA settings and your AdMob app configuration before assuming a demand source problem.

Gotcha 4: Missing app-ads.txt entries kill Open Bidding bidder demand

Open Bidding requires that your app-ads.txt file includes the seller entries for each approved bidder. If you approve a new bidder in GAM but do not update app-ads.txt, that bidder's demand will not serve. Buyers purchasing through that bidder see an unauthorized selling relationship and do not bid. This failure is silent in the GAM UI: the bidder shows as approved and active, but impressions are not filling through it. Audit app-ads.txt completeness any time you approve a new Open Bidding partner.

Gotcha 5: Stale mediation chain eCPM values after seasonality shifts

AdMob mediation chains order networks by expected eCPM. When network eCPMs shift seasonally (Q4 uplift, post-holiday drop, geo demand shifts), manually set eCPM values become stale and the chain order no longer reflects actual performance. A network set at $3 eCPM that now clears at $1.50 wins requests it should not. A network at $2 eCPM that now clears at $3.50 is never reached. Enable automated mediation optimization in GAM, or set a calendar reminder to review and update eCPM values at minimum monthly for manually maintained chains.

Gotcha 6: Incompatible adapter version stops third-party network demand

Each third-party network in an AdMob mediation chain requires a compatible adapter SDK version. When you update the main Google Mobile Ads SDK but do not update the adapter for a specific network, the adapter may stop initializing or serving. The symptom: a network shows in your mediation chain with eCPM history but suddenly shows zero fill. Check the adapter version compatibility matrix for every network in your mediation chain after any Google Mobile Ads SDK update. Use the Mediation SDK Checker for automated adapter version compatibility detection, and the Mediation SDK and Adapter Compatibility Guide for the full adapter maintenance reference.

Gotcha 7: Yield group targeting excludes new ad units

Yield groups use inventory targeting to determine which ad units they apply to. A common configuration error is creating a yield group with specific ad unit targeting, then adding new ad units later that are not included in the targeting. The new ad units fill only from AdX and AdMob direct, with no mediation demand from that yield group. Any time you add new ad units to your app, audit your yield group targeting to confirm the new units are included.

Gotcha 8: Dynamic Allocation disabled removes AdMob direct from the auction

Dynamic Allocation is the mechanism that allows AdMob demand to compete in real time against other demand sources. If it is disabled (which can happen when AdX is unlinked or when account settings change), AdMob demand does not participate in the auction. The symptom is a sudden drop in total eCPM without any obvious change in traffic. Check that your AdX account is linked to GAM, set as the default for Dynamic Allocation, and that the Dynamic Allocation toggle is enabled for the relevant inventory segments.

Frequently Asked Questions

Can I add third-party ad networks directly to GAM for my mobile app?

No. As of October 2023, Google removed the ability to add third-party ad networks as direct line items in GAM for mobile apps. Networks such as Liftoff, InMobi, and Mintegral that previously operated as GAM resellers lost access to AdX demand in GAM mobile. The only path to third-party network demand in a GAM mobile setup is through mediation: either AdMob mediation (integrated with GAM via Dynamic Allocation), AppLovin MAX with GAM as a demand source, or Unity LevelPlay. You cannot configure a third-party SDK network as a direct GAM line item for mobile app inventory.

What is the difference between AdMob and AdX demand in GAM mobile?

AdMob direct is Google's own advertiser demand (Google Ads and DV360 campaigns targeting AdMob supply) served at AdMob's pricing model. AdX (Google Ad Exchange) is Google's programmatic exchange, which carries demand from premium programmatic buyers including agency trading desks and DSP campaigns that do not flow through the AdMob inventory pool. AdX requires a separate publisher application and Google's approval. AdX demand is deeper in premium geos (US, UK, Western Europe, Australia) and typically carries higher eCPMs for brand-safe, high-traffic inventory. AdMob direct fills across a wider inventory profile, including smaller apps and tier-2 and tier-3 geos where AdX demand is thin.

Do I need GAM 360 for Open Bidding on mobile?

Yes. Open Bidding in GAM requires the paid 360 tier. The feature is not available in free GAM (Small Business). If you do not see Delivery > Bidders in your GAM navigation, you are on the free tier and do not have Open Bidding access. Publishers who want Open Bidding without a direct GAM 360 contract can access it through a Google-authorized Scaled Partner Manager (SPM) or Multi-Customer Management (MCM) partner. For most indie or small studio operators who have not exceeded the free tier impression cap, running third-party network demand through AdMob mediation provides equivalent demand access at no additional platform cost.

How does Open Bidding work on mobile vs web?

The auction mechanics are the same: approved SSP bidders submit bids server-side in real time, the highest bid wins, and the winning creative is rendered through the Google Mobile Ads SDK. The mobile-specific differences are operational. First, the app-ads.txt file (not ads.txt) must include the seller entries for each approved bidder. Missing entries mean that bidder's demand will not serve even if the partner is approved in GAM. Second, some mobile Open Bidding bidders require a third-party SDK present on the device to render their creatives; those bidders require ad unit mapping in GAM before their demand can serve. Third, the bidder list for mobile app inventory differs from the web bidder list. Not all web Open Bidding partners have mobile demand.

Why was my AdX application for mobile inventory rejected?

AdX applications for mobile app inventory are evaluated on app store presence, content compliance with AdX policies (which are stricter than app store policies), minimum traffic volume, and brand safety. Common rejection reasons include: the app is not yet published in the app store, the content category is not appropriate for brand advertisers even if app store compliant, or the app has insufficient traffic for AdX demand routing to be meaningful. AdX mobile rejection rates are higher than web. If rejected, confirm the app is live in the store, review content against AdX publisher policies rather than just app store policies, and reapply after at least 30 days with documented traffic volume.

What is the best demand mix for a small mobile app on GAM?

For a small app below 5 million monthly US mobile impressions, the practical demand stack is AdMob direct and AdX (if approved) through Dynamic Allocation in free GAM, plus AdMob mediation for third-party network demand. Open Bidding is a GAM 360 feature and is not cost-justified at this volume. Programmatic direct deals require impression volume that most small apps cannot offer buyers. The right priority order is: configure AdMob correctly, build and maintain a mediation chain with eCPM values updated at least monthly, and pursue AdX approval if the app's content and traffic qualify. Adding Open Bidding or Programmatic Guaranteed before the basics are optimized produces minimal marginal return.

When to bring someone in

The GAM mobile demand map is not complicated once you have the full picture. What is complicated is knowing which parts of the picture your current setup is missing.

The 2023 architectural change broke a lot of setups quietly. Operators who had third-party network line items in GAM before October 2023 found themselves with demand sources that stopped serving without a clear error, and rebuilt the stack in ways that may not reflect the current architecture. The four remaining demand types in GAM mobile (AdMob direct, AdX, Open Bidding, and programmatic direct) each have different access requirements, different setup steps, and different fill characteristics. Getting the combination right for your specific app, your geo mix, your content category, and your impression volume is where the work is.

If you are running GAM on a mobile app and you are not certain whether your demand source configuration is complete, the free initial conversation is the right starting point. Book a free 30-minute call.