gcloud run services update my-service --region=us-central1 --add-custom-audiences=https://my.custom.domain/my-service-url
When you look at the security tab on the service you'll now see the custom audience field filled. This did not help me (but might work for you)...
It turns out that with Require Authentication on, neither the default Firebase url nor the Cloud Run generated url work for me. Were you able to get this working?
Best, p