Which Mediation for your Mobile Ad Monetization?

Published by Jacopo Guanziroli on

An obligatory step for all companies that want to improve their ad revenue is to move from monetizing through a single network to integrating a mediation platform.

This upgrade will bring more competition to the waterfall, multiple networks will challenge each other to show a rewarded video and this will improve both eCPM and fill rate of our app.

The recurring question is therefore: which mediation is the best?

Given that each app is different and above all the user base can have a different demographic profile, it is not a simple question.

Each mediation supports different networks, each of which can be more or less performing in certain countries or genres of games, in a platform or another (iOS / Android).

Beware of all proclamations such as: “thanks to mediation X we have improved the ARPDAU by 20%”, that’s just.. marketing!

There are way too many factors that could influence the results: as we said the mix of networks used can make a difference as well as seasonality, changes in the ad design that can improve both engagement and frequency, market trends and tech integration.

Obviously the algorithm of a mediation will affect results, but to be able to fairly compare 2 different platforms, it would be necessary to set up an A/B test making them competing at the same time. And this is definitely not an easy test to run.

To make the decision a bit easier when it comes to picking a mediation, I want to share some useful information regarding the main platforms with some premises:

  • The focus is on mediations for Rewarded Videos
  • I mentioned only the most relevant mediations and networks based on my experience but there are many more mediations and ad networks available
  • the information I gathered is valid for the time being (December 2020), as the platforms evolve, the number of supported networks/bidders can change quickly

Here the main in-app bidders supported per mediation:

These are some of the “traditional” networks supported per mediation:

Choosing the right mix of network is key, but there are other 4 equally important areas which need to be taken into consideration when choosing a mediation partner:

  • Tech: how is the integration progress? How fast is the mediation to update adapters once a network releases a new SDK? Or to adapt to market changes (iOS14 or in-app bidding among other)? How easy is it to QA new networks or updated adapters?
  • Negotiation: it’s going to be difficult to get a better deal with some providers and also if DAUs are low, but it is worth a try to get an integration bonus, UA credit or a beneficial revenue share agreement.
  • Operations: depending on how much focus there is on daily optimization, some aspects will be decisive in your choice. The whole UI/UX when it comes to playing around your instances, setting new placements, taking decision on the sorting order of the waterfall is going to change completely the experience. Beside, a powerful reporting is another must have; it’s too important access reliable data in the same dashboard where you’ll take decision on optimization. Other features worth mentioning are:
    • direct deals/S2S integrations
    • cross-promo tool
    • A/B testing tool
    • Segmentation capabilities
    • QA/testing functionalities
    • Capping/Pacing tool
    • Ad Intel tools
    • LiveOps (temporary events management)
  • Account management: Having a reliable account manager can really make a big difference. Responsiveness and proactivity to spot issues and opportunity, together with the ability to share market trends and benchmarking, could really step up your game

Are you ready to pick the right partner for your business?

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