"Advertising is fundamentally persuasion, and persuasion happens to be not a science, but an art." - William Bernbach.
For mobile apps and games, persuasion means effectively capturing your audience’s attention. As technology evolves, app monetization strategies must keep pace. Ad mediation platforms have become essential for maximizing revenue while keeping processes simple.
If you’re looking to streamline ad network management and boost earnings, this blog covers everything you need to know about how ad mediation platforms can help.
What is Ad Mediation?
Ad mediation is a monetization solution designed for mobile apps and games to maximize ad revenue by efficiently managing multiple ad networks through a single integration.
Here are the key features of ad mediation:
Unified SDK: Ad mediation allows developers to use a single SDK instead of integrating multiple SDKs for different ad networks.
Streamlined Reporting: Ad mediation platforms centralize data from multiple ad networks, saving time and improving decision-making.
Optimization: These platforms automate processes like ad placement, prioritizing the highest-paying ads for optimal revenue.
Formula:
Ad revenue is calculated as:
(Ad Revenue = Impressions × eCPM / 1,000)
For example, if you have 100,000 impressions and an eCPM of $5, your revenue would be $500.
Ad mediation simplifies the complexity of working with multiple ad networks, making it an essential tool for mobile gaming companies. Now that you know what ad mediation is, let’s dive deeper into its functionality to understand how it works step by step.
How Does Ad Mediation Work?
An ad mediation platform simplifies and streamlines the process of connecting your app with multiple ad networks. Here’s how it works step-by-step:
SDK Integration: Start by integrating the mediation SDK into your app or game. This SDK acts as the communication bridge between your app and various ad networks.
Ad Request Management: When a user opens your app, it sends an ad request to the ad mediation platform, which identifies and selects the best-performing ad network in real time.
Waterfall Bidding: Traditional waterfall bidding ranks ad networks based on historical data, such as fill rates and eCPM. The platform sends requests sequentially to the highest-ranked network and moves down the list if no ad is served.
Real-Time Bidding (RTB): In contrast, real-time bidding enables ad networks to bid simultaneously, creating a competitive auction. The ad mediation platform selects the highest bidder, often resulting in better eCPM and revenue.
Hybrid Approach: Many platforms combine these methods. For example, they may use RTB for real-time decisions and waterfall bidding for long-term optimization.
Ad Delivery: Once the platform selects the winning ad, it seamlessly delivers it to your app’s users.
Performance Tracking: The platform tracks key metrics like impressions, click-through rates, and revenue. You can use these insights to refine your ad strategy and maximize returns.
An ad mediation platform automates these steps, saving time and ensuring your app consistently earns the highest possible revenue. Understanding how ad mediation works is only half the equation. Next, let’s explore its key benefits.
Benefits of Using an Ad Mediation Platform
Integrating an ad mediation platform simplifies your monetization process and opens up multiple revenue opportunities. Here’s why it’s essential for app developers:
Manage Multiple Ad Networks in One Place: Stop juggling multiple networks. Use one dashboard to control and analyze all your ad networks efficiently.
Single SDK Integration: Avoid multiple SDK conflicts. With one SDK, integration is quick and easy, saving time and effort.
Better Control Over Monetization: Customize ad priorities, set eCPM floors, and sell inventory on your terms while optimizing revenue.
Higher Fill Rates: Fill rates improve as mediation connects to multiple ad networks, ensuring no inventory goes unsold.
Higher eCPM Rates: More competition among networks increases eCPM, boosting your overall revenue.
Revenue Growth: Better fill rates and eCPM mean more revenue. Ad mediation helps you maximize the value of every impression.
Using an ad mediation platform eliminates inefficiencies, gains valuable insights, and creates a solid foundation for app monetization success.
Once you’ve decided to implement ad mediation, the next step is selecting the right platform. Let’s look at some of the most popular options.
Popular Ad Mediation Platforms
There are several trusted ad mediation platforms available today. Here’s a quick overview:
1. Google AdMob
G2 Rating: 4.3 out of 5 stars
Google AdMob simplifies mediation for beginners and integrates seamlessly with other Google tools. Its Mediation Groups feature lets you apply targeting settings across groups, making it easier to manage ad units.
AdMob supports over 25 networks, including leaders like Facebook Audience Network and Unity Ads. However, not all networks in AdMob’s ecosystem support optimization, so choose wisely.
Key Features:
Automated optimization and Mediation Groups.
Comprehensive mediation test suite.
Supported Platforms: Android, iOS, WP7, Unity.
2. AppLovin
G2 Rating: 4.2 out of 5 stars
AppLovin’s ad mediation platform, MAX, leverages AI and machine learning to optimize ad revenue by connecting your app to multiple ad networks and demand-side platforms. It enhances CPMs with real-time bidding, increases ARPDAU, and simplifies monetization with seamless integration for Android and iOS.
MAX provides detailed analytics for full transparency into impression values, enabling data-driven decisions. It ensures a superior user experience by flagging risky content and supporting popular ad formats like rewarded videos and interstitials. With compatibility across leading networks like Facebook, InMobi, and Vungle, MAX is a powerful solution for developers aiming to streamline monetization and grow revenue efficiently.
If you're looking to set up AppLovin with Segwise, follow this AppLovin Discovery tool integration guide for step-by-step instructions.
Key Features:
Unified monetization powered by AI and machine learning.
Advanced reporting and automation.
Supported Platforms: Android, iOS.
3. ironSource
G2 Rating: 3.9 out of 5 stars
ironSource is a versatile ad mediation platform that provides a seamless dashboard for managing multiple ad formats like banners, rewarded videos, and interstitial ads. Its analytics tools offer insights into critical metrics such as DAU and ARPDAU, enabling better monetization strategies. Supporting both in-app bidding and waterfall models, ironSource helps you maximize eCPM while saving time.
Key Features:
In-app bidding and customizable mediation models.
Comprehensive analytics for user-level revenue insights.
Simple dashboard for seamless management.
Supported Platforms: Android, iOS, Adobe, Unity.
4. Appodeal
G2 Rating: 4.7 out of 5 stars
Appodeal is a powerful ad mediation platform that supports over 70 ad networks. It ensures high fill rates and competitive eCPMs by supporting major ad formats, such as native ads, rewarded videos, and interstitials.
Appodeal’s parallel bidding feature eliminates delays, enabling simultaneous ad requests for better competition. This results in up to 17% higher eCPMs and improved user engagement.
Key Features:
Parallel bidding for increased competition.
Real-time analytics and actionable insights.
Monetization across global markets.
Support for 6 different ad formats.
Supported Platforms: iOS, Android, Unity, Adobe, and more.
5. InMobi
G2 Rating: 3.6 out of 5 stars
InMobi is a leading ad mediation platform specializing in contextual mobile advertising. With access to over 200 demand-side platforms and thousands of programmatic buyers, it ensures robust global demand and impactful ad delivery.
Its lightweight SDK and innovative native ad formats improve the user experience while driving better revenue. InMobi’s AI-driven optimization ensures sustained ad performance.
Key Features:
AI-driven optimization for enhanced ad performance.
Access to 200+ DSPs and thousands of programmatic buyers.
Innovative native ad formats for better user engagement.
Supported Platforms: Android, iOS.
Choosing the right ad mediation platform depends on your app’s unique needs and the features that align with your goals. After selecting your platform, consider applying these tips to optimize your app’s revenue potential.
Ad Mediation Tips for App Developers
To get the most out of ad mediation, keep these tips in mind:
Choose the Right Platform: Evaluate factors like compatibility, reporting features, ease of integration, and ad network support.
Optimize eCPM Floors: Experiment with different eCPM strategies to maximize revenue.
Monitor Key Metrics: Monitor metrics like eCPM and ARPDAU to understand performance and identify areas for improvement.
Focus on Ad Formats: Use ad formats that complement your app’s user experience.
Implementing these strategies will ensure you extract maximum value from your ad mediation platform. As you refine your ad mediation approach, consider using advanced tools to enhance your strategy further.
Also read: Implementing Effective Ad Strategies in Mobile Games Without Hurting User Experience.
Conclusion
Ad mediation platforms simplify ad network management and help app developers maximize revenue by unifying SDKs, automating processes, and optimizing eCPMs and fill rates. They’re essential for anyone looking to streamline ad delivery and grow revenue. But simply using a platform isn’t enough—you need to stay on top of your data and make informed decisions.
That’s where Segwise makes all the difference. As a marketing analytics platform, Segwise empowers businesses to optimize user acquisition campaigns by analyzing data from Mobile Measurement Partners (MMPs) and data warehouses. Its AI-powered monitoring and alerting system detects anomalies, provides proactive alerts, and addresses performance issues swiftly.
Additionally, Segwise offers creative insights to improve ad performance and predictive ROAS analytics for accurate forecasting and smarter budgeting. With seamless integrations across tools like Adjust, Appsflyer, and major ad networks, Segwise delivers actionable insights that drive data-informed decisions and maximize Return on Ad Spend (ROAS).
Take control of your app’s monetization and advertising strategy. Start your 14-day free trial with Segwise today and see the difference real-time insights can make!
