Monetization through ads is one of the most popular revenue streams for app developers, especially for free apps. Ad mediation platforms act as intermediaries between your app and multiple ad networks, helping you optimize fill rates, CPMs (cost per thousand impressions), and overall ad revenue by enabling competition between ad networks. However, not all ad mediation platforms are created equal. Each has its own set of supported networks, SDK quality, features, and specific advantages.

In this post, we’ll compare the following popular ad mediation platforms:

• AdMob
• AppLovin MAX
• Unity Ads
• IronSource LevelPlay
• Yandex Easy Monetization

Let’s explore these platforms in detail based on their supported ad networks, SDK quality, and key mediation features.

1. AdMob by Google

Supported Networks:

• AdMob supports a wide range of networks, including Google’s proprietary ad network, which offers strong demand for ads across all regions. Apart from AdMob, it allows you to integrate networks like Facebook Audience Network, AppLovin, Unity Ads, and IronSource, among others.

SDK Quality:

• As expected from Google, the AdMob SDK is reliable, lightweight, and well-documented. Google’s support for updates and bug fixes is extensive, with a focus on high performance. It’s integrated with Google’s wider ecosystem, including Firebase, allowing for easy tracking, attribution, and user analytics.

Mediation Features:

• Auto Ad Network Optimization: AdMob offers automated CPM optimization for better revenue generation. This feature allows networks to compete in real-time for your ad inventory.
• Advanced Reporting & Analytics: AdMob integrates seamlessly with Google Analytics and Firebase, giving you rich data on user behavior, ad performance, and insights for decision-making.
• Ad Format Support: It supports all standard formats — banners, interstitials, native, and rewarded ads.
• In-House Mediation: AdMob allows you to prioritize or exclude certain ad sources depending on your needs.
• Granular Ad Unit Management: Advanced options to configure ad frequency, capping, and placement.

Key Strengths:

• A strong, reliable SDK and seamless integration with Google’s ecosystem, offering unparalleled analytics and ad inventory through Google’s ad network.

Drawbacks:

• The platform can sometimes be restrictive if you want to use custom or non-standard ad networks, and customer support can be slow.

2. AppLovin MAX

Supported Networks:

• AppLovin MAX supports several networks, including AdMob, Facebook Audience Network, IronSource, Unity Ads, and others, plus its own high-demand ad network, AppLovin.

SDK Quality:

• The AppLovin MAX SDK is known for its lightweight design and ease of integration. AppLovin continually updates its SDK to ensure stability and offers thorough documentation. However, some users report that it can be slightly more complex than AdMob for newer developers.

Mediation Features:

• In-App Bidding: AppLovin MAX is one of the pioneers of in-app bidding, where networks bid for impressions in real-time, helping you maximize ad revenue without manual price-floor settings.
• Ad Revenue Reporting: MAX provides detailed real-time revenue reporting by ad unit, format, and country. The reporting tools are comprehensive, offering the flexibility needed for advanced revenue analysis.
• Ad Format Support: MAX supports all major formats, including banners, interstitials, native, and rewarded ads. It has good performance across all formats, especially rewarded videos.
• Waterfall Management: Offers automated and manual waterfall management to help ensure optimal ad serving.

Key Strengths:

• Its in-app bidding model often results in better CPMs due to real-time competition. The platform’s focus on real-time bidding gives developers a solid advantage in maximizing revenues.

Drawbacks:

• Slightly more complex setup compared to simpler mediation platforms, and some developers find the learning curve steeper when integrating advanced features.

3. Unity Ads Mediation

Supported Networks:

• Unity Ads Mediation is integrated with several ad networks such as AdMob, Facebook Audience Network, IronSource, and AppLovin. Unity Ads is particularly strong for gaming apps because of its native integration with the Unity development engine.

SDK Quality:

• Unity Ads SDK is highly optimized, especially for gaming applications. It’s deeply integrated into the Unity engine, allowing for a seamless experience for developers working in that ecosystem. However, for non-Unity-based apps, the SDK might feel bulkier compared to others.

Mediation Features:

• In-App Bidding: Unity has recently integrated in-app bidding into its platform, which allows ad networks to bid for inventory in real-time.
• Ad Format Support: Unity Ads specializes in rewarded video and interstitial ads, making it a popular choice for game developers.
• Granular Control: It allows detailed control over how ads are served, including frequency capping and placement optimization.

Key Strengths:

• Strong performance in games with rewarded video ads due to its native Unity engine integration.

Drawbacks:

• While Unity Ads works well with games, it may not be the first choice for non-gaming applications, and its SDK might feel cumbersome for developers outside of Unity.

4. IronSource LevelPlay

Supported Networks:

• IronSource supports numerous ad networks, including Facebook Audience Network, AdMob, Unity Ads, AppLovin, and its own IronSource network, which is known for offering high eCPMs.

SDK Quality:

• The IronSource SDK is highly reliable and consistently updated with new features. It’s well-documented and user-friendly, making it easy for developers to integrate across both Android and iOS platforms.

Mediation Features:

• Real-Time Bidding: Like AppLovin MAX, IronSource’s LevelPlay features real-time bidding, allowing networks to bid for inventory in real-time.
• Ad Quality Tools: IronSource provides a suite of tools to ensure ad quality, including user-level insights, fraud detection, and detailed reporting.
• Ad Format Support: LevelPlay supports all standard formats, including banners, interstitials, native, and rewarded ads, but it performs especially well in rewarded video ads for mobile games.
• Cross-Promotion Capabilities: The platform offers cross-promotion tools for developers who want to promote their other apps within the same network.

Key Strengths:

• Strong for mobile gaming, offering advanced tools for ad revenue optimization, particularly for rewarded video ads.

Drawbacks:

• Less suited for non-gaming apps compared to AdMob or AppLovin MAX.

5. Yandex Easy Monetization

Supported Networks:

• Yandex supports a more limited set of ad networks compared to the global giants, but it offers strong demand from Yandex’s own ad network. It supports ad networks like Google AdMob and Facebook Audience Network, but may not have the same variety as other platforms.

SDK Quality:

• Yandex’s SDK is relatively new compared to the other options on this list, but it is well-optimized for apps targeting Russian-speaking markets or Eastern European regions. The documentation is comprehensive, though not as detailed or robust as the global competitors.

Mediation Features:

• Simple Integration: Yandex prides itself on ease of use, especially for developers working in Eastern Europe and Russia. It offers a simple integration process, focusing on quick and efficient monetization.
• Ad Format Support: Yandex supports standard ad formats, including banners, interstitials, and rewarded video ads.
• Regional Focus: While global reach may be limited, it offers good performance and support for Eastern European markets, making it a strong option for developers targeting these regions.

Key Strengths:

• Excellent for apps targeting Russian-speaking markets, and very easy to integrate, with lower barriers to entry.

Drawbacks:

• Limited global reach, fewer advanced features, and a smaller selection of ad networks compared to other platforms.

September 2024 SDK Versions

1. AdMob by Google:

SDK Version: 22.1.0
Google AdMob SDK Release Notes
https://developers.google.com/admob

2. AppLovin MAX:

SDK Version: 11.11.3
AppLovin MAX SDK Release Notes
https://dash.applovin.com/documentation/mediation

3. Unity Mediation:

SDK Version: 4.8.0
Unity Mediation SDK Release Notes
https://unity.com/products/unity-mediation

4. IronSource LevelPlay:

SDK Version: 8.3.0
IronSource SDK Release Notes
https://developers.is.com/ironsource-mobile

5. Yandex Easy Monetization:

SDK Version: 4.2.1
Yandex SDK Release Notes
https://yandex.com/dev/mobile-ads/doc/intro

Final Thoughts: Which Mediation Platform Is Best for You?

The best mediation platform largely depends on your app type, the regions you’re targeting, and your development needs.

• AdMob is ideal for developers who want seamless integration with Google’s ecosystem, advanced analytics, and a wide array of supported ad networks.
• AppLovin MAX offers a cutting-edge in-app bidding solution with strong revenue potential, especially for apps targeting global markets.
• Unity Ads is perfect for game developers, especially those already using Unity as their development engine.
• IronSource LevelPlay is excellent for mobile games, particularly those relying on rewarded video ads.
• Yandex Easy Monetization is best suited for developers targeting Eastern European and Russian markets, with simple integration and a focus on localized demand.

Each platform has its unique strengths, and selecting the right one comes down to the specific needs of your app and audience.