How mobile ad mediation works

Ad networks typically specialize in specific ad formats, payment models, demographics and advertisers. Each network has its own unique strengths and weaknesses: However, no provider can guarantee an individual all-in-one solution for every need.To maximize the profit potential of an app, developers must therefore monetize their apps across multiple ad networks. However, constantly logging into different portals and continuously managing various networks is not very efficient. However, there is a solution that keeps the workload low and maximizes profits at the same time. With the help of a single SDK, app developers can mediate between numerous networks without much effort.Is there a catch with Mediation Solutions?At best, ad mediation should lead to an optimal return for app developers. The problem, however, is that most mediation solutions do not generate profits from the placement of ads from external sources. They merely act as intermediaries. "Free service" may sound good, but it also means that mediation providers have to earn their money in other ways. The vast majority of mediation solutions therefore prioritize their own internal offering over ads from external networks. This in turn means that app developers often do not achieve the highest revenue.Transparency is the solutionApp developers who connect to multiple ad networks (Demand) via a mediation platform to monetize their ad space (Supply) must ensure that fair competition between the networks is guaranteed in order to maximize their eCPM (effective cost per 1,000 impressions). All networks should have an equal opportunity to fulfill ad requests or be selected based on their performance. This is done by means of a so-called waterfall process: This is based on a list of integrated networks that are prioritized by their previous sales. When selecting a network, the mediation solution starts at the top of the waterfall, requests ads from the network and shifts the priority list when the network's ad pool is exhausted or the payout decreases. This is the only way to ensure that the highest-paying ad is served, and achieving this goal requires full transparency about the contribution of each advertising network. The data available should be as granular as possible and allow comparison between networks, which are very diverse in size and specialization.Unfortunately, only a fraction of the players in the mediation market offer comprehensive visibility on the performance of each ad network per traffic segment, such as performance in a specific country or ad format. This lack of transparency prevents the app developer from understanding the ad selection and therefore its profitability.Easy handling and flexibility are important criteriaOther crucial elements for getting the best out of the ad mediation solution are user-friendliness and flexibility. As an app developer, you want to understand what's happening and be able to make any necessary adjustments quickly and seamlessly. However, with today's technology and high standards for app monetization, there is no reason to constantly monitor the numbers yourself in real time and manually adjust the waterfall or other settings. After all, that's what the mediation platform is for, and a mediation solution needs to offer flexibility as standards change frequently. Some ad formats or placements may no longer show the desired yield, while new formats perform much better. There are a lot of options, but the key is to be able to react quickly and independently, and the ideal mediation solution should be fully automated and modular. Developers must be able to overwrite or change all mediation and ad serving settings on their own. This includes the simple adjustment of the network list used, the apps to be monetized as well as their respective formats and placements used. In addition, the mediation solution must make it possible to add direct offers that the app developer has concluded with certain advertisers or internal ads for cross-promotion to the "waterfall". tips were given by Alexander Yerukhimovich, Head of Supply in MEA & CIS at Ampiri powered by Glispa Global Group.