AppLovin expands Google bidding’s open beta to all MAX publishers

AppLovin (APP) announced that Google’s (GOOGL) bidding open beta as an SDK buyer will be available to all publishers via AppLovin’s MAX platform. In July 2022, Google partnered with MAX in closed beta as an SDK bidder in the real-time bidding unified auction, the company noted. "Bidding represents the most efficient method to transact media in-app. We are thrilled to continue our long-term partnership with Google as they expand into real-time bidding and drive more value for the world’s top mobile publishers on our platform. MAX’s objective is to run a fair and transparent unified auction for advertisers, and drive competition for developers to continue to grow their business with increased revenue. After years of working together to make bidding a reality, Google’s move represents a landmark moment for the entire mobile ecosystem," said Idil Canal, General Manager of AdTech, AppLovin.