Most mobile publishers have more ad inventory that they can sell through an ad network or their direct sales team. In order to maximise the fill rate and sell most of their ad inventory, they work with different ad networks at the same time, each of them ready to serve their advertisers demand. But working with all those different ad networks separately to achieve that goal has its drawbacks. Just to mention a few: added complexity of integrating their SDKs separately, accessing their dashboards one by one to check important metrics and KPIs like ad revenue, eCPM, fill rate, etc… and lastly and probably an important one, the publisher has to create the logic to coordinate all those ad networks, creating a potential cost of opportunity if not done properly.
Why an Ad mediation?
An Ad Mediation platform helps publishers achieving their goal of selling their ad inventory, maximizing their ad revenue by addressing all of the problematic mentioned but also offering additional benefits for the publishers.. Here is a list of reasons why publishers can greatly benefit from using an ad mediation platform
1. Maximizes ad revenue by achieving higher eCPMs
This is without a doubt the main reason for a publisher to use an Ad Mediation Platform. The ad networks that offer higher eCPMs will be the ones who get to show their advertisers demand in the publishers inventory. This creates a competition between them to win the impression and this fact guarantees an increased ad revenue for the publisher.
2. Higher fill rate
As important as the eCPM is maximizing fill rates. In order to get the best of their ad inventory, publishers should find a good ad networks mix. If one cannot fulfill an ad request, the mediation will try the subsequent ad networks until one satisfies the request. There are different reasons why an ad network could not fulfil an ad request such as the geographic location of the user, the demand is not that high quality to match a desired eCPM or to put it simply, that specific user has watched already way too many ads from that ad network and there is no more demand for them.
3. Reporting in one dashboard
By having everything centralized under the same platform, publishers have all the different metrics and important KPIs in just one dashboard. All in one place. This way, they can get an overall overview of their ad revenue, global eCPM or take a quick look at the numbers. In addition, most mediation platforms offer a reporting API so publishers with an in-house Business Intelligence (BI) system can ingest the data, saving time while only doing one integration instead of one per each ad network.
4. Auto-Optimized waterfall
To put it simply, the bigger the mix of ad networks, the more difficult is to manage the waterfall and the potential more manual changes are needed to optimise it accordingly, based on ad networks performance. However, most mediations uses advanced algorithms to auto-optimise the waterfall dynamically as the ad networks performance changes frequently. These algorithms are based not only on eCPM real-time historical data but also parameters like fill rates and other behavioural data.
5. Eliminates Ad SDK fatigue
Centralizing access to multiple ad networks and managing them with just one SDK integration avoids having to deal with the complexity of different ad network SDKs that work best for their audience, enabling or disabling them with a simple click from a dashboard.
Having control on your mediation
All of the benefits listed above are already included in most ad mediation platforms. This is its basic functionality, but other features are available for publishers that provide more transparency and control over their ad waterfalls, new metrics and reports. Here at Lab Cave, we strive for full transparency and control, providing the right set of tools and advance reports in order to make the right data-driven decisions, making sure publishers can ultimately increase their ad revenue. Below just a few of our tools currently available:
Having an auto-optimised waterfall saves a lot of time and resources but advanced users always want to customise it on a very granular level. Users can apply rules, on top of the auto-configured waterfall, based on eCPM or position, and applied to specific geos, networks, formats, ad locations, time, etc…so they can make sure it is configured according to their needs.
Publishers monetizing their games don’t have an easy way to understand who is advertising in their games, other than just manually watch ads on their own games. With Lab Cave’s Advertisers report, they can now know who might be cannibalizing their users, how much they are paying for those impressions and help publishers make the right decision: either block that specific advertiser or allow them to continue buying ad inventory with a direct deal.
Giving publishers the ability to visualize how their ad waterfall is configured by taking a look at the first 10 impressions broken down by ad-network. This report allows publishers understand the cost of opportunity of having a biased preference towards a specific ad network or how by changing the ad network mix, they can achieve better results.
Want to know more?
This is just a brief description of some of the advanced tools we provide. We will be describing them in detail in future posts and how Lab Cave use the rest of the tools we provide in our truly unbiased and 100% transparent Ad Mediation platform on our own games. Can’t wait? Reach out and we’ll be happy to let you know more.