As Senior Marketing Manager handling user acquisition at leading game publisher Kongregate, Linh Tijan has a huge amount of experience in how to optimize UA campaigns. Kongregate is behind hugely popular games such as AdVenture Capitalist, Animation Throwdown and Pocket..
Since integrating ironSource’s mediation platform, ZeptoLab saw immediate increases in overall revenue and average revenue per engaged user (ARPDEU) in both Cut the Rope (1B+ installs) and King of Thieves (50M installs). Recognizing the success, ZeptoLab soon started running ironSource’s mediation platform in their newly-launched game, C.A.T.S.: Crash Arena Turbo Stars (50M installs).
“With the switch to ironSource’s mobile ad mediation platform, we saw an improvement not only from a technical standpoint, but also a significant increase in revenues,” said Elena Solovyova, VP of Sales and Marketing at ZeptoLab.
What is auto-optimization?
This was a direct result of ZeptoLab’s use of the auto-optimization feature in ironSource’s mediation platform, which uses real-time data to estimate and compare eCPMs of activated demand sources. The algorithm then creates optimal traffic allocation between demand sources to drive the highest overall CPMs per geographical location, and ensures the simultaneous delivery of best-performing ads to end users.
“Fill rate increased significantly due to the high-quality technology that ironSource provides, and global eCPM jumped from $5 to $8 with the implementation of the auto-mediated waterfall,” continued Solovyova. “Together, all these increases nearly doubled the ARPDEU of our titles. Equally important, ironSource’s mediation has a very user-friendly interface, making it easy to track performance and engagement.”
How ad mediation helps developers
“We built our mediation platform with the goal of giving developers a single, reliable platform which would supercharge their revenue without requiring them to integrate and manage multiple SDKs,” said Tal Shoham, VP of International Business Development, Developer Solutions at ironSource. “With our mediation platform, developers can integrate one SDK and get a wealth of premium global demand, along with the robust optimization technology necessary to manage all of it and ensure the best-performing ads are always the ones being shown to users.”
ironSource’s mediation platform connects developers to leading ad networks in the industry, including UnityAds, Vungle, InMobi, Applovin, AdMob, AdColony, Chartboost and more, so they can maximize eCPMs and get the most revenue from their inventory. The platform’s dashboard also gives in-depth insight into network performance, with real-time reporting capabilities – putting full inventory control back into the hands of developers.