How to optimize ads revenue by choosing most appropriate ad mediation?
Look closely to statistic: Fill rate and eCPM are the most important to compared with other Ad Networks; Transparency of Framework: Request Ad Network to present Optimization strategy; One for all: Whether your chosen Ad Mediation support integrating multiple Ad Network platform or not; Diversity: Based on your ads format, whether your chosen Ad Mediation able to optimize and is it suggest any better format or not.
Why Ad Mediation is important?
As more and more inventories is created by mobile game/app publishers recently, the role of one Ad Network are less effective than before due to several issues that based on fill-up ability and data processing speed. So far, some of Ad Networks performed better than others and generated more revenue to publishers by compounding multiple ads network at same time, that so called Ad Mediation. By integrating mediation, Ad Network increases fill rate and maximizes eCPM so that ads match right inventories and publishers are able to monetize more of their impressions (AdMob, Google Developers). Most popular Ad Networks Platform will be mentioned in this paper, but to chose the most matching ones takes further comparisons.
How Mobile Ad Mediation works?
Since the synonym of Ad Mediation haven’t popular yet, publishers are struggling with multiple SDKs and filling up ad slots in particular geography, industry etc.. to make the most possible revenue. Two pain-points of those processes are the efficiency and management cause publishers and developers was prepared huge of resources in term of time and human (Cohen, ironSources 2017). The Ad Mediation technology basically send ad requests to various Ad Servers to fill up ads based on the priority of inventory that was ranked by publishers before that called Waterfall model. In particular Ad Request, Ad Mediation often choses the highest eCPM (highest bid from Advertiser in Ads Exchange) to fill the ad slots, whereas publishers customize ads preference to specific ad network in term term of location, industry, hobby etc.. In other words, by integrating one SDK, Ad Mediation reduces managing hundreds of SDK; together with improves productivity of ads revenue generation.
How to choose the most appropriate Ad Mediation to your game/app?
Basic Ranking Indicators
It’s quite obvious that publishers should compare the fill rates and eCPM to choose the most effective Ad Network. In my report: App & Game Mobile Industry Capture 2018, these two indicators was carefully compared in different platform, so that the statistical data will not be shown; instead, Ad Network will be ranked to provide broader perspective to viewers. Following the Appodeal’s report 2018, Ad Network was ranked based on revenue the generate to publishers which combined fill rates, eCPM and impressions.
Among different ad formats, rewarded video are dominated by significant growth of CPM together with most user’s preferred format. These two tables below represent Top 5 best US Ad Network categorized by ad format that hopefully could capture a snapshot of Ad Mediation in the most wealth market.
In this paper, other factors are demanded for consideration including how they apply various methods and technology in their optimization strategy and will they support other network integration.
Methodology of Ad Mediation
In Ad Network industry, the most popular frameworks of Ad Mediation is Waterfall Model that was mentioned earlier. This yield optimization usually ranked ad slots based on historical paid data from low to highest possible biding price. Meanwhile, in Unified Auction or In-App Header Bidding (IAB System)., each ad impression is simultaneously offered and sold to the highest bidder without almost non-demand auction in realtime. Chocolate Ad Mediation platform and Fyber are both claimed to apply this methodology to their optimization strategy.
Programatic offers publishers ability to customize user-profile campaign but less advertisers while Real Time Bidding speed up auction transactions and push impressions in a blink eye after ad requests was completed.
So before dive in any particular Ad Network Platform, the publishers should either be able to acknowledge of ads optimization process or request the partners to explain their strategy for specific game/app.
Additional Ads Network Support
In particular Ad Network, publishers are able to add additional Ad Mediation from other networks. Specifically, AdMob and IronSources are both provide open guideline to add more Ad Network into their Ad Mediation, till then, it’s possible to use wide range of ad networks to maximize ads option without having too much management efforts. Others Ad Network might support that but be prepared to request them whether their ad mediation support different ad network or not.
Ads Format Support
It’s important to make sure the chosen Ad Network offers multiple ads formats and geography that mobile game/app targeted in. The more different ad units is created, the more it matches to publisher’s advertisement strategy.
- Look closely to statistic: Fill rate and eCPM are the most important to compared with other Ad Networks.
- Transparency of Framework: Request Ad Network to present Optimization strategy.
- One for all: Whether your chosen Ad Mediation support integrating multiple Ad Network platform or not.
- Diversity: Based on your ads format, whether your chosen Ad Mediation able to optimize and is it suggest any better format or not.
*Update my other works for more information: https://medium.com/@cchaangg
**All the references has stated in report.