The publisher was looking for a partner who could help them optimize their inventory most efficiently as the eCPMs were extremely low & had 50% unfilled impressions.
Cross format mediation on ad units helped with maximizing the CPMs for native ads. Banner ad placement has the biggest exposure in the app but fill rates were low. Using cross-format mediation between native and banner, GG increased the fills and hence the revenue for Native and Banner placement.
Fill rate across all ad units
The CPM for ad unit placement increased