Understanding the ‘What’ and ‘Why’ of Mobile Ad Mediation

The mobile ad channel is providing plenty of opportunities to app developers and publishers. The increasing trend of mobile engagement and growing competition among ad networks are enabling both ads publishers and marketers to capture a portion of the growing mobile ad spend pie. Mobile Ad Mediation technology has entered the mobile ad marketplace to enable developers and publishers significantly increase their profits. How? First find out what is mobile ad mediation!

What is mobile ad mediation?

Mobile ad mediation is a technology that enables publishers to match the right ad network with the right inventory in order to monetize more impressions. The centralized ad mediation platform ensures complete transparency and enables publishers to access all available ad demand sources by using a unified SDK. Through this centralized platform, they can connect, manage and optimize as many ad networks as they would like to work with to gain maximum profits.

How does ad mediation works?

Ad mediation technology works in two ways: traditional approach called “waterfall” and latest one called “weighted system.”

• In the traditional mediation approach, ad networks are divided into different “buckets” on the basis of potential revenue (overall eCPM). When a request for an ad fill is sent, the highest performing ad network (bucket) is called & its ad pool is used until completed. It moves to next bucket only when ad supply of first bucket if filled.

• In the latest “weighted system,” ad networks are prioritized on the basis of performance, providing more holistic view of available ad demand. By using this approach, developers can fill all high-performing ads first before they move onto lower paying content.

Why one should opt for ad mediation?
Your mobile ad mediation partner will consolidate all fragmented ad demand into a single platform, thus optimizing your demand streams & serving app developers with highest-paying ads. It helps developers and ads publishers to stay in control of their ad monetization strategy by executing big deals with their mediated ad partner while those who publish ads get a private marketplace where they can choose which advertisers can bid on their inventory. So, get ready to take advantage of mediation, increase fill rate and CPMs, and double your mobile revenue.

Native Ads for Mobile and App Revenue: The Connection

Since the beginning of the boom in mobile usage, app publishers and marketers have been looking for unique mobile ad formats that can generate reliable clicks and attract potential users.

Undoubtedly mobile advertising is a great app monetization strategy but you need to place your bet on the most effective ad format that gives higher ROI. Native advertising for mobile apps is now gaining traction & has become a new industry standard, rather than just being a buzzword.

Understanding Native Ad Format
“Native” mobile ad formats fit into an app without any disruption in the user experience. This type of ads 'natively' fits into the non-advertising content within the app. Since app stores have different search algorithm than general search engines, so it is important that app store optimization rules are considered while app advertising via native ad format.
According to a recent report by Facebook, native in-stream ads will drive 63.2 percent of all mobile display advertising by 2020. Thus, native ad format will be a significant growth driver of mobile advertising.

Advantages of Native Advertisement for Mobile Apps
Publishers and those in the business of app advertising often wonder what difference would native advertising make in their revenue pool. Well, then first thing one should understand about native ads is that such ads have a much higher response rate from viewers than conventional ones.
Advertising apps through native placement prove to be beneficial for both app publishers and marketers but in a different way.

Benefits of Native Ads for Publishers

• Higher eCPMs means higher revenue

• Better user experience means greater engagement

Benefits of Native Ads for Advertisers

• Higher brand awareness with better engagement

• Better response from viewers in terms of clicks

Mobile app advertising using native ad format results in faster digital form of word of mouth. Advertising apps through native ad placement method will result in higher clicks and conversions, thereby increasing your app monetization returns.

Programmatic – The “Gluten” of Mobile Advertising Industry

If you’re an app developer or marketer, you must have come across the word – Programmatic. This is hottest buzzword in the mobile advertising industry and gained a lot of traction in recent years. Programmatic simply means automatic.
In programmatic advertising, one can target specific audiences with mobile ads at the specific moment in a real-time bidding setting.
This mobile app advertising tactic is not only influential but it also eliminates complex ad-related tasks. A recent survey has revealed that more than two-thirds of digital display advertising will be purchased through programmatic advertising. Surely, this marketing platform has greater potential for mobile advertisers. How? Read on to find out how.

No More Ad Inventory Inefficiency & Wastage!
Programmatic Advertising can help mobile advertisers expand their campaign. Advertisers utilize demand-side platform (DSP), which is a system that allows buyers of advertising inventory to manage ad exchanges in an automated fashion, to identify the best users for their specific campaign. Ad inventories are then purchased one at a time through auction.
The DSPs are connected to Supply-Side Platforms (SSPs) and Ad Exchanges and this network can help advertisers to buy low cost mobile ad inventory that has large number of impressions. They can also buy impressions based on the specific information of the person who will click through the advertisement.
The automated process of programmatic advertising ultimately prove beneficial to mobile advertisers as they can identify the audience best suited for the ad campaign, reduce inefficiency and waste of ad inventory.

Tips to maximize your programmatic advertising campaign:

• Programmatic mobile ads placement should be done both through traditional mobile advertising channels as well as on tablets, TV and display.
• Programmatic advertising is not a long-term contract, evaluate your campaign and make adjustments accordingly.
•  Monitor and purchase only the most viewable ad placements from suppliers.
• Design innovative mobile ads depending on advertising channels.

Programmatic advertising is not just efficient but it’s also incredibly effective. The final outcome, i.e. ROI still depends on the abilities of mobile advertiser, mobile ads created & displayed and strategies applied. Get ready! Reach your goal with programmatic!