What is Ad Mediation?
 
Mobile Ad Mediation is an app monetization solution that helps game developers manage advertising requests from multiple ad networks to ensure game publishers find the best available network to fill their ad slots with just one SDK integration.
 
How does Mobile Ad Mediation work?
 
Mobile ad mediation
  1. The game is launched by the user which would trigger an ad request
  2. The mediation platform receives the user’s parameters through the integrated SDK.
  3. The mediation platform sends multiple ad requests to different ad networks
  4. The mediation platform’s yield optimization engine determines which mediated ad source can fill the request with the highest CPM.
  5. The best choice of ad which is made by the optimization engine is served to the user.
  6. All the above steps happens in less than 500ms.

 

Why is Mobile Ad Mediation needed?
 
To better understand ad mediation, it is important to paint a picture of how the world worked before mediation was in place.
 
Traditionally, a publisher would integrate multiple different ad SDK’s to monetize their mobile game. This would result in multiple inefficiencies and overhead costs:
  • Your users are spread across the world and each geo might require certain partners to on-board. Selecting the right partner is a challenge by itself as CPM visibility of partner only comes after integration. This would mean you would have to integrate multiple demand SDKs before you know what works for your users.
  • This would also add additional weight to the application as you would require to add multiple SDKs (as opposed to a single mediation SDK), affecting game size and hence game performance.
  • Everytime a partner needs to be added or removed, you’d require to update and push a new build on the playstore.
  • Improving revenue means understanding which partner should be higher for certain users. Each partner performs differently in different parts of the world and at different times of the year. That means constant optimization on partner*country*user level. This would require a dedicated team (additional learning and investment for a publisher).
  • Reporting dashboards would be different for each partner and cross partner optimization would be difficult since each partner would have different reporting matrix and conventions.
 
With the introduction of mediation, publishers are able to solve most of these issues –
 
  • “Ease of use “ Mediation asserts peace of mind in the buying process. Mediation allows you to pick demand from all major partners across the globe. If that means you have even 100 users in Ghana, mediation would ensure you have the best partner monetizing your inventory despite low scales.
  • A single SDK integration would save a considerable amount of time for the publisher and allow the publisher to concentrate on improving and upgrading the game rather than investing time in multiple SDK integrations.
  • Further, mediation platforms manage all integration types for a publisher – be it S2S, RTB or SDK thus ensuring publishers do not have to maintain multiple tech stacks to manage different ad network/DSPs.
  • Ad mediation also ensures real-time competition among networks (yield management). Publishers can see which networks perform the best and for which Geo segments they wish to target. This understanding allows publishers to make their own ad marketplace, thus driving up relevancy and revenue per ad slot as a result. Each mediation partner has his own set of optimization strategies prebuilt in their ad server.
  • The platform not only helps in consolidating technology but would also consolidate all data in a convenient format on single dashboard for the developer to use as well.
 

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