Exploring the Mobile Mediation Market
I recently took a deep dive into the world of mobile mediation platforms and shared insights on how developers can maximize ad revenue. Here’s an overview of what I covered:
📜 The Evolution of Mobile Mediation:
Back in 2008, the App Store revolutionized app distribution, but discoverability quickly became a problem. Early on, featured placements by Apple or Google were the only ways to guarantee downloads. As the app ecosystem exploded, it was clear this wasn’t scalable. Enter Admob in 2009, bringing ads into apps, which transformed how developers monetized and acquired users. Mediation platforms emerged as the marketplace for networks to bid on inventory, ensuring publishers got the best price. Today, mediation platforms like Admob, Unity Level Play, and Applovin MAX are essential for any developer.
💰 What You Get Paid for Ads:
Ad revenue boils down to two key metrics: eCPM (Effective Cost Per Mile) and fill rate.
-eCPM is what networks pay for 1,000 impressions and is influenced by unique viewers, CTR, install rates, geo-location, and ad competitiveness. For example, a Rewarded Ad in the US can earn up to $30 eCPM, while Banners in Tier 2 geos might be closer to $0.01-$0.05.
🎯 Networks to Start With:
– Building a competitive ad stack starts with choosing the right networks for your app or game.
– Rewarded Ads: Google Admob, Applovin, Unity, Mintegral, Liftoff Mobile, and ironSource.
– Interstitials: The same networks as Rewarded, with Meta performing particularly well on Android.
– Banners: Google Admob, Applovin, Unity, and Digital Turbine are strong players.
Leverage these networks to diversify your demand sources, create competition for inventory, and maximize eCPM.
📈 The Path to Scaling:
Whether you’re in a soft launch or scaling past 50K in ad revenue, understanding mediation and strategically layering networks is critical for growth. Platforms like AppLovin MAX, Unity Level Play, and Google AdMob provide the tools to manage ad inventory, optimize placements, and analyze performance.
Catch the full breakdown here
