Cookie loss didn’t kill the web, but AI overviews might
AI Overviews (not cookie loss) pose the real threat to the open web, reshaping search behavior and challenging publishers and advertisers to adapt or risk losing traffic.
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Probabilistic vs. deterministic audiences, simplified
Here's what programmatic traders need to know about deterministic vs. probabilistic audiences, DSPs, and the impacts on campaign planning.
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Top takeaways from The 2025 App Publisher Halftime Show
We’re over halfway through 2025 already, which makes it a great time to ask what’s been working (and what’s not) in the world of app publishing and mobile marketing. To that end, we gathered five experts and asked them about the current state of app marketing, the strategies they’ve seen success using thus far in 2025, and the trends we should look forward to in 2026. We talked with: Read on for some of the takeaways from this lively conversation. Most overrated trend: alternative app stores While not everyone on the panel agreed, we heard from two experts that alternative app stores are the most overrated trend of the year. By getting your app into these stores, you supposedly gain access to new regions and audiences. But the results aren’t often worth the effort. Monetization is difficult enough as it is, and if you have to persuade users to try downloading from an alternative app store? That’s a lot more work with fewer rewards. In the first place, it’s tough getting users to switch from their preferred app store. But then you’ll have to maintain your app’s presence in multiple stores, creating more work in the long run. There are better ways to use that time and effort. For example: nurture direct relationships with users. Or, build alternative ways to transact outside of the app store and nudge your high-spending “whales” toward these transactions. Emerging monetization strategy: hybrid monetization Most of the panel agreed that hybrid monetization was one strategy gaining traction this year. By combining several revenue-generating models, an app can maximize profitability. This means you see apps offering in-app purchases alongside subscription models, and even sponsorships. One thing all our experts agreed on, though, is to lead with ad monetization. According to Alex Merutka of CRAFTSMAN+: “An easy way to make money quickly is to turn on ads.” Taking it a step further, if you want more people to engage with your advertising and stay inside your app, you’ve got to start using rewarded video ads to complement your other monetization strategies. These 30-second promos followed by a playable experience are effective because they’re opt-in and deliver immediate value to the user. Josh Chandley of WildCard Games shared: “If you’re in-app purchase only, best-case scenario is you’re going to monetize 3% to 5% of your players. If you integrate rewarded video and interstitial ads aggressively, you can be monetizing 95%. It just moves the needle.” Hottest ad format: playable ads It’s no surprise that the panel was enthusiastic about playables. This format allows users to preview a game directly from an ad. Users initiate a gaming experience without needing to download the app. It offers immediate value to the user. That’s why engagement is higher than other formats and conversion rates so effective that even non-gaming apps are getting in on the action. Merutka said: “In the last year, we’re probably up over 4X in inbounds around playables of companies you would never think would be doing playables.” Biggest challenge: creative fatigue The panel agreed that creative fatigue is a hurdle that every app publisher is contending with. Users are getting tired of seeing ads since every brand is fighting for engagement. But they’re also annoyed seeing the same ads over and over again. Hence, lower engagement. You can combat this creative fatigue by managing the ad funnel. The panel suggested investing in tools that let you create ads, test them, and implement them quickly. And finding the right SSP partners who can help you use new formats and channels that counter the “banner blindness” that sets in. A good partner helps you test new ideas and optimize. Buzzwords of 2026: generative video AI Finally, everyone on the panel had their individual ideas about which buzzwords would dominate 2026. But one stood out: generative video. With innovations like Google Gemini Veo 3, barriers to producing top quality video continue to come down. And we’ll likely see more new services emerge that enable mom-and-pop companies to create video content rivaling those of big brands. Generative video AI cuts down on the time it takes to produce content, leaving the only real challenge: stand out from the rest of the people using it. This will require being smarter and having real people add the human touch that turns AI video output into world-class advertisements. Want more? Watch the App Publisher Halftime Show on-demand For a deeper dive into what these experts thought were the hottest ad formats or what other app monetization strategies they recommend, feel free to watch the webinar recording anytime. Bonus: Get the report Watching the on-demand webinar also gets you access to the App Publisher Halftime Report! You’ll find the key results of our latest Publisher Pulse Poll.
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How Rovio rewrote its UA playbook in the post-IDFA era
A conversation with Kentaro Sugiura, Lead UA Manager at Rovio
Blog
Cookie loss didn’t kill the web, but AI overviews might
AI Overviews (not cookie loss) pose the real threat to the open web, reshaping search behavior and challenging publishers and advertisers to adapt or risk losing traffic.
Blog
Navigating connected TV’s inventory share maze
Controlling CTV inventory share isn't as simple as owning the content. Here's how to succeed amidst connected TV's complex inventory ecosystem.
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Ad format FAQ: What’s most effective for mobile, CTV, and DOOH?
The right ad format can make or break campaign performance. Stafaniya Radzivonik tackles the most common questions about which formats work best, and why.
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Your eCPMs are falling. What do you do?
This is your practical playbook, a strategy-first guide to stabilizing and growing eCPMs in today’s volatile environment.
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Skipping supply-path layovers to maximize ROAS
You wouldn’t book a flight with three layovers if you could fly nonstop, right? So why settle for a multi-stop journey in your ad-buying strategy? As a programmatic trader, your job is to get from Point A (the media budget) to Point B (real outcomes) as efficiently and transparently as possible. But many programmatic paths are anything but direct. They’re littered with stopovers — DSPs, resellers, fraud filters, measurement layers — that drain fuel from your budget and delay arrival to your audience. Let’s walk through the programmatic journey — and how supply-path optimization (SPO) is your ticket for a direct flight to better return on ad spend (ROAS). What’s in your programmatic itinerary? Every trader knows that costs come with scale, data, and automation — but how much of your media dollar actually makes it through the entire journey? According to ANA’s 2024 benchmarks, only $0.44 of every ad dollar reaches the end destination: a real, viewable impression served to a human in a brand-safe environment. The rest of your budget? Waiting in line at security or stuck on the tarmac. Here’s the breakdown of that rocky route: Programmatic hop % of ad spend What it means Ad tax 29.8% Multiple intermediaries (DSPs, resellers, etc.) add markup and fees for each transaction — even if they add little value. Ad waste 26.3% This includes non-viewable impressions, invalid traffic (IVT), unmeasurable placements, and fraud. It’s like landing in the wrong airport entirely. Net effective spend 44% What actually delivers outcomes — aka the clean, final destination your campaign was targeting. Breaking down the ad tax What determines how much you spend on ad tax? An analysis of $235 million in ad spend found that well over half of transaction costs (56%) were charged by demand-side platforms (DSPs). How supply-path optimization (SPO) can boost ROAS This is where supply-path optimization (SPO) comes in. Think of SPO as your GPS for programmatic: it helps you plot the most efficient, cost-effective, and direct route between budget and performance. With SPO, you can eliminate advertising layovers and transfers like resellers and unnecessary intermediaries. Finding a more direct path for ad budgets to reach audiences creates efficiencies and offers major benefits for advertisers, including: Reduced costs: Fewer programmatic layovers means less fees. Transparency: Clearer insights into bidding, pricing, and inventory. Brand safety: Direct supply paths offer more control and reduce the risk of fraud. Sustainability: Fewer hops in the supply chain inherently reduces how much energy is used to deliver an ad. These efficiencies ultimately improve ROAS because more ad spend actually reaches your audience. So, what’s the easiest SPO route? Buying direct from a premium SSP. Direct flights only: Why SSPs are the express lane Working directly with an SSP is like flying business class, no layovers. No chaos, no mystery charges, and no detours through out-of-the-way airports. With SSPs that are validated by independent authorities (like Pixalate’s SPO Rankings or Jounce Media’s supply path reports), you can trade with confidence knowing the path is clear. As a media buyer, you’re the pilot of every campaign — and your passengers are ad dollars. You control the route, manage the fuel, and are responsible for a smooth, safe landing. So why take the long way? To ensure a smooth, profitable journey for your media dollars, work directly with a trusted SSP like Verve to reduce turbulence and eliminate hidden fees. Ready to skip the programmatic layovers and fly direct? Let’s optimize your programmatic flight plan. Book a strategy session and we’ll help you map it.
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Back to Basics: How to calculate eCPM and increase ad revenue
What is eCPM, and how can you optimize it? This guide breaks down eCPM calculation, ad buying models, and practical strategies to help publishers maximize revenue.
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