Ad mediation offers app publishers a more profound control and allows them to make better decisions on where to sell their ad inventory. Ad mediation’s primary role is to increase the yield and generate more revenue for the publisher’s inventory, leading to a higher eCPM and lifetime value.
According to Statista, the total revenue generation in the App market is projected to reach US$430.90bn by the end of 2022. With an annual growth rate of 9.27%, the market volume is projected to increase by US$614.40bn in 2026.
These figures justify that global digital advertising expenditure is constantly increasing every year. And publishers are trying to find ways to maximize their ad revenue opportunities – Ad mediation being one such tool!
So, let us explore everything about ad mediation!
What Is Ad Mediation?
Ad mediation helps with app monetization and revenue optimization. It allows app publishers to manage and optimize multiple ad networks from one place by simply integrating an SDK. With ad mediation, publishers can explore and offer their ad inventory to multiple advertisers, maximizing their eCPM and fill rates, ultimately increasing the overall ad revenue.
In simple words, ad mediation combines all ad networks under one platform. This lets app publishers discover top-performing ad networks and get the best bid for their ad inventory.
It reduces manual effort and automatically optimizes the fill rate to get the maximum revenue from each ad impression served.
By integrating an ad mediation platform, several ad networks can access the publisher’s app inventory. This leads to higher competition, offering competitive eCPMs and more ad revenue for app developers.
How Does An Ad Mediation Platform Work?
Ad mediation platforms follow the waterfall approach, also called waterfall mediation or waterfall bidding.
This means app publishers can rank multiple ad networks according to their preferences. The first ad request is sent to the top revenue-generating ad network, and if that ad network cannot fill the ad or match the desired eCPM, the ad request moves to the next ad network.
App publishers continue sending ad requests to all the ad networks on the list until the request is filled with the desired eCPM. When these ad networks are ranked based on their historical data and are analyzed regularly, it gives the maximum eCPM and fill rates to the publisher.
What Are The Best Mobile Ad Mediation Platforms For Mobile Apps?
Choosing the right ad network is key to revenue optimization. Hence, app publishers must analyze the ad networks within the ad mediation platform while opting for the best ad mediation platforms.
Publishers need to consider how the ad networks will improve their fill rate, get them higher eCPMs, and the type of ad formats and placements they can indulge in that can lead to maximum revenue optimization.
Here are the top three ad mediation platforms for mobile apps:
How Do Publishers Optimize Revenue with Ad Mediation?
Ad mediation has several advantages through which app publishers can eventually optimize ad revenue. Let us explore some of them and see how they lead to ad revenue optimization.
Each ad network has its advantages and limitations and is differentiated based on budgets, geo, ad formats, and campaign goals. It can be highly challenging for publishers to manually compare all these ad networks and change their priorities in real-time.
However, publishers can automate this process with an automated waterfall approach. They can dynamically investigate every ad opportunity and optimize ad revenue in real time.
Monetizing a mobile app requires control which is made possible with ad mediation. Publishers can control when, how, and whom to sell their ad inventory.
Ad mediation platforms let publishers sell their inventory to the desired ad network at their desired eCPM. Publishers can set preferences for the desired ad networks by selecting waterfall bidding.
To optimize ad revenue, experimenting with multiple ad networks is a must! Mobile app publishers need to explore various ad networks to generate maximum revenue.
However, manually managing these ad networks can be challenging! The ideal solution is to use ad mediation to synchronize the ad networks within a single centralized platform.
Some ad mediation platforms allow publishers to add user data to the ad serving flow. This further helps understand ad opportunities from the publisher’s inventory. Various forms of user data can be leveraged, such as their device type, operating system, geographical behavior, etc.
Publishers can sustainably increase yield by integrating app monetization strategies related to advanced user targeting, data profiling, audience segmentation, and activation – which is easier with an ad mediation platform.
Moreover, publishers are given insights and metrics along with a detailed report on which ad networks are performing well for them. This makes the app monetization process even more fruitful and operative for developers.
So, Which Is The Right Mobile Ad Mediation Platforms For You As An App Publisher?
Pick an ad mediation platform that can offer Open RTB programmatic exchange, work on flexible budgets, and support private exchanges, direct deals, trading desks, and other functionalities. If you are unsure which ad mediation platform is right for you, connect with an expert!
At AppBroda – we help you monetize your app and optimize revenue with some of the best ad mediation platforms. To understand and experience it yourself, book a free consultation today!