Seven Reasons Why You Shouldn't Ignore Mobile Ad Mediation

Posted on May 17, 2018
By Matt Kaplan, Content StrategistContent Strategist

As the mobile advertising industry continues to grow and become more complex, mobile ad mediation has emerged as a hugely beneficial new option for publishers. A mobile ad mediation platform helps publishers connect to multiple ad networks to maximize fill rates and increase revenue. The best way to earn more revenue from mobile in-app advertising is by increasing the number of buyers in your auction, and the only way to do that efficiently is by working with a mediation platform.

Below are seven reasons why the time to pay attention to mobile ad mediation is now:

1. Dealing With All Parties Within A Complex Landscape is a Waste of Time

The ever-changing, overly complex advertising landscape is intense and full of different players, ranging from advertisers, media agencies, trading desks, DSPs, ad networks, SSPs and publishers, just to name a few. Savvy mobile publishers don’t navigate the ad tech landscape alone. Instead, they rely on the expertise of the mediation platform in their tech stack to help them increase revenue and stay focused on building/creating great mobile apps and content. This web shows the real complexity of the industry today:

2. More Bids with Less Work

Mediation is the key to unlocking more bids for your mobile ad inventory. A platform that connects to multiple networks can bring you more buyers in an auction. What’s more, you can further increase your revenue yield by working with partners that offer mobile header bidding solutions to drive incremental revenue to your bottom line.

3. Many Networks, Many Offerings

Each ad network is unique and offers different value to publishers. By leveraging a mediation platform, you can find networks that specialize in countries outside of the U.S. or those that focus purely on video or native ads. Inevitably there will be networks that earn you better fill rates, while others provide higher eCPMs. The right blend of networks can be found on a good mediation platform.

4. Less SDK Bloat

The best mobile mediation platforms help streamline the integration process by removing the need for multiple SDKs from multiple networks. For instance, you can find a platform that offers a bundler to compile one SDK for your mobile app, granting you access to each network you’ve selected, thereby scaling the reach of your inventory.

5. Mediation Optimizes Key Data

Mobile ad mediation platforms help optimize ad network data such as response time, fill rates, eCPMs and CTRs. These metrics are then mapped back to filters such as region, app type and device type in real time, helping mobile app developers find the most relevant and high paying ads for their inventory.

6. Advanced Waterfall Management

Traditional mobile mediation platforms use a “waterfall” to help publishers optimize their ad networks. This system allows publishers to prioritize the networks bidding for the inventory according to their potential revenue yield, or because they have a special relationship with a network granting them “first look” on all bid requests. The issue with a standard waterfall is that all the advertisers don’t get a chance to bid in the auction - as soon as a winner is selected, the bid requests stop. There are advanced ways to manage your waterfall, but many platforms give publishers the ability to take a “hands-off” approach through features that auto optimize the waterfall based on your goals like CPM, fill rate, etc.

7. Centralized Reporting

The great thing about using a mobile ad mediation platform is that all of your networks can be managed in one place. This also means all of your revenue reporting and performance can be seen in one place. The best monetization professionals rely heavily on their dashboards and look for trends to optimize their revenue performance. With a single dashboard, publishers can see how each network is performing and stay on top of their earnings.

What’s Next for Mobile Ad Mediation?

There are so many advanced techniques for managing auctions for mobile inventory available today. For instance, there are specific mediation platforms that give publishers the ability to call all networks simultaneously and give each a chance to pass back dynamic pricing. When all the networks are called simultaneously, the publisher is essentially inviting everyone to the auction at the same time. This increases the chances for the publisher to earn more revenue and gives the advertisers a fair shot at the inventory.