+3 votes
There are multiple levers to pull, but what's the best way to think about maximizing ad revenue through a mediation provider?
by (1.1k points)

2 Answers

+3 votes
  • Identify the best mediation platform and ad networks mix based on the DAUs and platform distribution (i.e. having DAUs mainly in China iOS could be different than optimizing for US Android and so on)
  • Make sure the fill rate on average is close to 99%, also to avoid complains for users which are not able to watch a video
  • Run everything in auto-mediation leaving the algorithm to decide the ad networks ranking, keep an eye on the KPIs and after some days start using a manual setup per geo
  • If supported by the mediation layer, create instances (also named zones/calls/ad units, depending on the network) with eCPM floors on each ad network dashboard and set them up on the mediation platform.
  • Keep optimizing the waterfall starting from the App/Platform/Geo with the most DAUs to maximize the impact on the overall revenues
  • Make sure SDKs are up to date and keep an open channel with the networks/mediation account managers for new features and improvements

 

by (600 points)
How do you think about eCPM decay and how does that change your optimization process?
Thanks. What's the best way to set up the levers? For example, if these are the levers you can pull (priority, network, ad unit, floor) would this be how most try to optimize?
(1, Applovin, xyz, 50.00)
(1, ironsource, xyz, 50.00)
(1, [all networks], xyz, 50.00)
(2, Applovin, xyz, 49.99)
(2, ironsource, xyz, 49.99)
(2, [all networks], xyz, 49.99)
(3, Applovin, xyz, 49.98)
(3, ironsource, xyz, 49.98)
(3, [all networks], xyz, 49.98)
Adding to the first comment (by Jacopo) -

It's important to note that currently both Google and Facebook need to be positioned in the top 3 spots, in almost any possible case (GEO, ad format, mediation platform). With their high supply, it is the only way to sustain a stable, predictable, optimizable CPM and revenue.

Another best practice is to try and sign fixed CPM deals with the other ad networks. If your traffic is good enough, they will be open to negotiating a deal. Fixed CPM deals can save you a lot of money and optimization headaches.
–1 vote
Adding to the first comment (by Jacopo) -

It's important to note that currently both Google and Facebook need to be positioned in the top 3 spots, in almost any possible case (GEO, ad format, mediation platform). With their high supply, it is the only way to sustain a stable, predictable, optimizable CPM and revenue.

Another best practice is to try and sign fixed CPM deals with the other ad networks. If your traffic is good enough, they will be open to negotiating a deal. Fixed CPM deals can save you a lot of money and optimization headaches.
by (290 points)