Ad mediation

If you’re looking to monetize your app through ads, you’ve likely come across the term “mobile ad mediation.” But while the term is thrown around quite often, it can be hard to understand whether or not the solution is right for your app. Let’s take a look at what it means, who it’s best for, and why it’s important for app developers.

What is mobile ad mediation?

In a nutshell, mobile ad mediation is an app monetization solution that lets app developers setup, manage, and optimize multiple mobile ad networks with just one SDK integration.

Who uses mobile ad mediation?

The short answer, app developers.

The long answer, app developers who are looking to leverage ad inventory from several ad networks so they can better optimize revenue generated from their app.

How does mobile ad mediation work?

Step 1: The user launches the app and triggers an ad request

Step 2: The mediation platform receives the user’s parameters

Step 3: The mediation platform’s optimization engine determines which mediated ad source can fill the request with the highest CPM

Step 4: The highest-paying ad is served to the user

Why is mobile ad mediation important for app developers?

There are a few reasons. Let’s take a look.

1. Ad media platform: Maximize ad revenue and eCPMs

This is one of the most compelling reasons to use a mediation platform. Put simply, connecting to multiple ad networks increases your ad revenue.

Recommended Reading
What the Hell is eCPM and How Can You Increase It?
About the ironSource Mediation Platform
ZeptoLab Doubles Revenue with ironSource Mediation Platform

How does an ad media platform work?

The mediation platform checks what CPM all the various ad networks are offering, and looks for the highest one. If an ad network offers high CPMs, it’s more likely to win the impression. This competition is what guarantees app developers increased ad revenue – up to 3x higher to be exact.

2. Maximize fill rate

The same is true for fill rate, which is the number of ads the ad network serves (impressions) compared to the number of ads you request (requests). Just because your app requests an ad from a given network, doesn’t necessarily mean it’s going to be served. Perhaps that ad network doesn’t have any interstitial ads to show to a user in South Africa at that moment in time.

But if you connect to multiple ad networks through a mobile ad mediation platform, there’s a much higher chance that one of the networks will have an ad available to serve to your users – no matter where they’re located. That’s because each ad network is known to have a stronger presence in certain regions. So leveraging several mobile ad networks makes sure you cover all your bases – literally.

Fill rate is important because if your fill rate is low, it means you’re not getting the most out of your app’s ad inventory.

3. Reduce SDK bloat

There is such a thing as too many SDKs. Having a lot of SDKs integrated can slow down your app and affect performance.  If you were to manually integrate four or five different ad networks, that would be the case. The more SDKs in your app, the more unpredictable and inconsistent the app’s user experience will be.

Instead, a mediation solution requires just 1 SDK, aggregating all those ad networks inside it. This saves you coding time and minimizes the SDK bloat that’s so common today.

4. Automated optimization

If you have more than 1 ad network integrated into your app, you are likely manually managing your waterfall – meaning you’ve set ad network A to serve an ad first, and ad network B to serve an ad in case ad network A has nothing to serve.

But what makes you so sure that Ad Network A is always going to give you the highest eCPMs? The reality is it’s very dynamic, with A and B offering different prices at different times.

That’s why most mediation platforms have an automated optimization feature that uses complex algorithms to place the best-performing ad network at the top of the waterfall in real time. This way, the first ad network in the waterfall is always going to be the one that offers you the most money.


The algorithm takes many factors into consideration, including eCPM, fill rate, and more, and optimizes it all in real time – something that’d be incredibly difficult for a single app developer to do manually.

5. Save time and resources

Not only does mediation save you time integrating SDKs into your app, but it also saves you time looking after and manually managing your ad monetization strategy.

Of course, someone should always be keeping an eye on the mediation platform – but if you don’t have the resources to hire a monetization manager, the mediation platform can do all the work for you. Once you’ve set up your mediated networks, there’s little to no technical or manual labor involved. It’s all very user friendly, and no one on your team needs to sit there manually managing your waterfall.

Think mobile ad mediation is right for you? Get ironSource’s mediation platform here.

ironSource Blog

The Source

Predicting Trends for Mobile World Congress 2019

Mobile World Congress 2019 (aka MWC’19) is fast approaching. Here is everything you need to know. Let's take a peak at the big reveals, innovations, and industry predictions you can expect. What is MWC? MWC is the biggest and most..

IndustryChat

How to Monetize and Advertise Word Games

In this episode of LevelUp, Andrew Stone, President at Random Logic Games gives the lowdown on word games including best practices for monetization, user acquisition, and design. Read on for edited highlights from Stone’s podcast: Who is playing mobile word games? “While women 25-40 are the target audience, word games have mass appeal and viral..

IndustryChat

Best Conferences for Mobile App Developers in 2019

With 2019 off to an excellent start, we thought it would be great to give you a little heads-up at some of the developer conferences for mobile apps and games happening this year. Mobile App conferences are a great opportunity for developers to learn, network, create, and play your part in the app and mobile..

AdChat

설날 트랜드 리포트 2019

2019: 기해년 여름 트랜드 리포트와 겨울 트랜드 리포트를 따라, 설날을 맞이하는 시기에 맞춰 개발자들은 어떠한 일들을 예상해야 할지에 대한 리포트를 발표하였습니다. 설날은 전세계에서 가장 주목받는 명절 중 하나로, 전체 인구중 거의 20%정도가 기념 합니다. 음력으로 치는 명절이기 때문에 매년 날짜가 달라지기도 하지요. 이번 설날은 2월 5일이며, 년은 기해년 입니다. 설날을 맞이하며 한국의 인구는 휴식을 취할수..

AppChat

What app developers should expect during the Chinese New Year

Nitsan Regev is a BI analyst at ironSource. 2019: The year of the pig Following our end of summer trends report and our winter holiday report, we decided to take a look at what developers should expect during the Chinese New Year. The Chinese (or Lunar) New Year is one of the world’s most observed..

Ad Monetization and User Acquisition: Q&A with Tapps Games

Ad monetization and user acquisition are two sides of the same coin. For example, UA teams are dedicated to realizing true app growth, whereas ad monetization teams are driven to generate revenue. Taking this into account, it’s almost logical that gaming companies will have these teams separated. Each team has different goals that at face..

IndustryChat

What’s the Hype with Hyper-Casual Games? Part 3: Marketing

In our final chapter of LevelUp’s hyper-casual series, Ryan Davies, Digital Marketing Manager at Kwalee, shares his thoughts on running successful user acquisition campaigns for hyper-casual games. Read on for edited highlights from Davies’ podcast: Failing “Failing is critical, especially for hyper-casual games because you’re dealing with such a fast rate of content. You have..

Nordeus Talks Ad Monetization, Brands, and App Industry Trends

Nordeus, a Serbian mobile game studio, is far from being the new kid on the block. Their hit title Top Eleven has been live for nearly a decade and has 200 million registered users, across Facebook, iOS, and Android. While Nordeus’ games are more IAP focussed, in-game ads still provide a significant source of revenue..

IndustryChat

The Future of Programmatic Mediation

In this episode of LevelUp, Pieter Kooyman, Chief Advertising Officer at Miniclip, sets the record straight on ‘programmatic mediation’. He defines the term and predicts what the mobile industry can expect to see in the new year. Read on for edited highlights from Kooyman’s podcast: Many names “Let’s start by listing all the names surrounding..

IndustryChat

2018’s Most Popular Level Up Podcasts

2018 was quite the year for ironSource’s LevelUp Podcast. We launched the LevelUp podcast, produced 13 episodes (and 2 seasons!), generated thousands of listens, and made some awesome friends along the way. With the new year upon on us, we thought to curate a list of our most listened to LevelUp podcast episodes with some..

Interested in becoming an ironSource partner?

We’d love to hear from you.