Ad mediation is a process in mobile app advertising that involves utilizing multiple ad networks to maximize ad revenue and fill rates for publishers. It is a technique used to optimize ad monetization by allowing publishers to access and display ads from various ad networks through a single platform.
How it works?
- Integration: Publishers integrate an ad mediation platform or SDK (Software Development Kit) into their mobile app. This SDK acts as a mediator between the app and multiple ad networks.
- Ad Network Setup: Publishers configure and set up accounts with various ad networks that they want to work with. This involves providing necessary credentials and configuring ad unit settings.
- Ad Request: When an ad placement is available within the app, the ad mediation platform sends an ad request to multiple ad networks simultaneously.
- Ad Network Selection: The ad mediation platform receives responses from the integrated ad networks, including available ads, fill rates, and eCPM (effective cost per thousand impressions) values. Based on predefined rules or algorithms, the mediation platform selects the most suitable ad network to serve the ad.
- Ad Display: The selected ad from the chosen network is then displayed in the app to the user.
- Performance Optimization: Ad mediation platforms continuously monitor and analyze the performance of different ad networks. They may adjust the network priority or allocation based on factors such as fill rates, eCPM, click-through rates (CTR), and revenue generated.
Benefits of Ad Mediation
- Increased Revenue: Ad mediation allows publishers to access a larger pool of ad inventory from multiple ad networks, increasing the chances of filling ad placements and maximizing revenue.
- Higher Fill Rates: By utilizing multiple ad networks, ad mediation improves the likelihood of filling ad requests, minimizing the instances of unfilled impressions.
- Dynamic Ad Network Selection: Ad mediation platforms dynamically select the most relevant ad network for each ad request based on real-time data, optimizing the chances of generating higher eCPMs and revenue.
- Reduced Integration Efforts: Publishers need to integrate the ad mediation SDK only once, simplifying the process of adding or switching ad networks. They can manage multiple ad network partnerships through a single platform.
- A/B Testing and Optimization: Ad mediation platforms enable A/B testing by allowing publishers to compare the performance of different ad networks and optimize their monetization strategy based on data insights.
- Ad Network Diversification: Working with multiple ad networks through ad mediation reduces the dependency on a single network. Publishers can distribute their ad inventory across different networks, reducing the risk of revenue loss due to changes in network policies or performance fluctuations.
Ad mediation has become an essential strategy for mobile app publishers to efficiently monetize their ad inventory and maximize revenue. By leveraging multiple ad networks and optimizing the selection process, publishers can improve fill rates, increase eCPMs, and enhance the overall effectiveness of their app advertising.
