ironSource is excited to welcome leading Japanese mobile ad network maio, which is owned by imobile, as a new demand partner. This new addition to our mobile ad mediation platform is a testament to our commitment to empower developers around the world, and particularly our recent focus on developers in Japan and the wider APAC region.
This year, mobile game revenues in Japan grew 35%, surpassing the US for the third year in a row, according to App Annie and Dentsu. That’s pretty impressive, considering there are far fewer smartphone owners in Japan. Japan is already one of the largest markets worldwide for mobile gaming, with local gaming apps accounting for the vast majority (80%!) of revenue in Japan.
Yet despite the undeniable growth of the local mobile games market in Japan, few mediation providers have partnered with Japanese ad networks like maio - this means that developers in Japan can’t enjoy the magic of mobile ad mediation, which enables developers to leverage multiple ad networks with just one simple integration. Instead, developers must separately integrate and manage different ad networks if they want to ensure that fill rates are consistent and high when they are serving ads to local users. This process can be time-consuming and ultimately ineffective.
That’s why it’s so important that ironSource is partnering with maio, which is the largest mobile video ad network in Japan. ironSource is in the position to be the first comprehensive monetization solution that supports both local and global demand partners for app developers in Japan. Going forward, developers in Japan will be able to more easily monetize their local users, leveraging maio’s high fill rates and eCPMs in the region, while also reaping the benefits of mobile ad mediation.
ironSource is already working with leading Japanese developers, who are using our mediation solution to manage their their entire ad monetization strategy. ironSource’s monetization platform includes a leading ad network with video, rewarded video, display and offerwall ad units, along with robust ad mediation technology connected to premium global demand, and deep player analytics, empowering developers to generate more revenue while preserving UX.
The addition of maio as a new demand partner comes at an exciting time for ironSource’s APAC team. This past year, we’ve been doubling down on the APAC region, scaling up our activity and onboarding dozens of new partners, including other APAC ad networks such as Domob. Looking ahead our goal is to continue working to empower developers in the region to supercharge their monetization and marketing efforts and scale their app businesses.