It is essential for all mobile app publishers to keep up with the latest updates from Google, because even small changes in policies, tools, or ad formats can significantly impact monetization strategies and User Experience. To stay updated, publishers should regularly check Google’s official blogs and support sites for timely insights. However, here, you will find all the latest information you need as a mobile app publisher, without the need to check many external resources. Nonetheless, at the end of this article, we’ll highlight the most important websites to follow for those who want to read on.
Google is increasing ad transparency
Google’s move to show who pays for ads raises transparency. From May 2025, the company will start showing the name of the person or business that pays for an ad, if it’s different from the advertiser’s name. This will be visible in both the My Ad Center and the Ads Transparency Center, meaning everyone will be able to see such information. The first platform mentioned provides users control over ads across Google on Search, YouTube, and Discover, while the second one lets users know more about ads on Search, YouTube, and Display.
Simplified consent handling for publishers using Google’s CMP
Consent mode ensures that consent settings are honored by Google services used by publishers, including Firebase, Google Analytics, and Google Ads. Starting at the end of March 2025, the European regulations section in Privacy & messaging will get two additional account-level configuration flags. By activating them, Google’s CMP will apply existing consent preferences from users in the European Economic Area, the United Kingdom, and Switzerland to utilize them for Consent mode for ad and analytics storage, personalization, and user data. Once turned on, the setting covers all European consent messages, excluding AMP pages. Please note that this option is only relevant for publishers using Google’s CMP.
The release of the final planned beta version of Android 16
The fourth and final beta version of Android 16 has been released. Importantly, it’s also the final moment to submit feedback about it. Even without targeting Android 16, reviewing changes like the one introducing enhanced protection against Intent redirection attacks is vital. Additionally, apps that are not currently compatible with the 16KB page size can use the provided compatibility mode flag, though migrating to 16KB is recommended for optimal performance. For more details, we suggest checking out Google’s article covering the topic of the fourth Beta of Android 16.
Ad choice control removed from Privacy & messaging in AdMob
Publishers can no longer manually choose what kind of ads to show users in Europe through the Privacy & messaging settings. Instead, to handle user consent for advertisements in the United Kingdom, Switzerland, and the European Economic Area, Google advises publishers to utilize the IAB TCF framework. Developers seeking a practical overview can get familiar with a guide about Consent Management Platforms on the Bidlogic blog.
The removal of the “Video Games (Casual & Online)” sensitive category from the Blocking controls in AdMob
After the 15th of May 2025, publishers can’t block video game, online, and downloadable games ads with the “Video Games (Casual & Online)” sensitive category from the Blocking controls. However, you can rely on other related categories and their subcategories, like “Video Games, Consoles & Accessories” and “Online Games & Puzzles”. To maintain your brand safety standards, Google suggests reviewing and updating your current general and sensitive category blocks in your AdMob Blocking controls.
Key sources for Google updates for mobile app publishers
For mobile app publishers, an excellent starting point for updates is the “Announcements” tab on the Google AdMob Help site, which covers monetization updates relevant to mobile applications, such as modifications in ad formats and compliance guidelines. Additionally, the Google Ads Help website has its own “Announcements” tab that provides general updates concerning ad policies, enhancements to the platform, and new features that could impact ad performance across Google’s ecosystem, including mobile applications. For more technical insights and development-related news, the Google Ads Developer Blog serves as a key resource. Finally, the “Now in Android” series found in the News section of the Google for Developers website offers developers updates on new tools, libraries, and changes to the Android OS that can directly or indirectly influence how ads operate within apps. Besides all those websites, don’t miss out on the Bidlogic blog! It provides mobile app publishers with clear, actionable information that is perfect for staying up to date and making smart monetization decisions.
