Finding the right ad mediation platform can be a game-changer for an in-app monetization strategy. I’ve been fortunate to speak with a variety of supply partners — from Comscore-ranked publishers and mobile gaming app developers — and what I’ve learned is that their monetization requirements are all unique. They use different metrics and KPIs to measure success, and they choose to partner with different platforms to monetize their apps.
But how do publishers find the right partners that will empower them to reach their app’s full monetization potential? This blog post covers two topics: (1) How to select a mobile in-app mediation platform, and (2) how to find suitable demand partners for revenue and longevity.
Selecting a mobile in-app ad mediation platform
I like to refer to a mediation platform as the foundation for delivering ads from multiple sources at scale and with ease. For publishers faced with the option of several potential ad mediation providers, my aim is to help you know what to look for during the selection process.
The idea for this blog post was sparked by a recent conversation with a non-gaming publisher who is in this exact position. They needed to support an existing business whilst also scaling it with limited resources.
The MoSCoW method is my preferred technique to help understand the importance of each requirement when facing such a decision. In the case of this publisher, it looked like this:
Must have
- Direct campaign support
- Programmatic support for:
- Private marketplace
- Open marketplace
- Self service
- Account management support to help optimize and bring incremental revenue opportunities and/or automation and optimisation tools
Should have
- Cross-platform support (web, mobile web, and mobile app)
- Integrations with data management platforms (DMPs) to overlay first-party data with ad inventory
- API support to connect with internal content management platforms (CMPs)
Could have
- Access to a suite of tools to extend the company’s reach/audience
- Exclusive access to in-house programs/demand
This publisher also laid out several challenges that would impact their choice of ad mediation platform. These included:
- Supporting an existing ad stack of partners
- Migration tools
- Resources
For those that are savvy, you can tell that the first few points under must-haves and should-haves, along with this publisher’s resource challenge, rule out ad mediation platforms that rely on SDK demand.
But each publisher’s must-haves and should-haves are unique. So, it is important to conduct your own research and analysis.
Selecting demand partners for maximum revenue and longevity
Once you’ve established an ad mediation platform, you need demand partners to monetize your ad inventory. There are two types of demand: direct and programmatic.
Direct demand is like booking a specific table at your favorite restaurant. Advertisers negotiate directly with publishers to buy ad space. These negotiations include price, the number of impressions, and ad placement. It’s a more personal approach, but it also requires more hands-on management. Direct demand is most often used for premium ad placements or sponsorships.
Programmatic demand is like using a smart dining app that instantly finds and books the best table based on the preferences saved in your profile. It uses automated technology to buy and sell ad space in real-time. Algorithms match advertisers with available ad inventory across all available apps or websites within milliseconds. This allows for efficient, large-scale ad buying with precise targeting capabilities; however, CPMs can vary depending on the competition.
Ultimately, each method has pros and cons, with most publishers implementing a hybrid approach. The key is to understand your goals and choose the strategy that best fits your needs.
Choosing an integration method
Demand in the mobile app environment is typically delivered through a software development kit (SDK) which can be a source of both direct and programmatic demand. While SDK integration is the most complex, it also offers the most features and flexibility for maximizing your ad revenue. Here are some of the benefits to consider:
- Transparency: Open-source SDKs have publicly accessible source code, often enabling users to adjust the SDK’s code based on their individual needs. The code is also openly available for security audits.
- Customization: SDKs offer features that enable you to control how ad creatives are shown to your audiences. Some monetization partners even offer custom ad formats.
- Higher revenue: SDK integration often results in greater revenue and higher fill rates due to the unique data points it can gather from the mobile device.
- Optimization: Many SDKs offer dashboards with real-time metrics that make it easy to track performance and make adjustments to optimize revenue.
While there are a variety of methods for integrating with a monetization partner, such as openRTB, not all of them offer the same benefits. An in-app ad SDK is the most robust solution for reaching your revenue goals.
Get started today
Ready to kick off your monetization journey? My team here at Verve is here to help you get started. We can guide you through your list of requirements and help you identify the best methods for your specific monetization goals. You can get in touch with us here.