03/09/2022
Why monetize with Audience Network?
Audience Network helps you monetize your app without compromising user experience. It offers tools and features to help you grow your business.
Run ads that reflect your brand values
Protect your app with brand-safe ads. Audience Network offers pre- and post-campaign clarity, block lists, keyword blocking, severity level controls and more to ensure a high-quality ad experience.
Bidding in the Ad Ecosystem:-
This lesson prepares you to understand the benefits of bidding and its effects on the ad ecosystem.
This lesson prepares you to:
1. Understand trend shifts in mobile app monetization.
2. Identify how bidding helps publishers and developers.
Shifts in mobile app monetization
Mobile app monetization is shifting away from waterfall mediation and toward app bidding. App bidding lets real-time auctions buy and sell ad inventory. The result is a more open and fair advertising ecosystem.
Audience Network uses bidding to help publishers maximize their ad revenue while saving valuable ad operations time.
Waterfall mediation versus app bidding
Waterfall mediation is a process during which the ad server of a publisher calls demand sources one by one when an ad impression becomes available. Calls happen in order of average historic price, not what demand sources are willing to pay for that impression. When orders are based on historical price, you can lose revenue, since the demand source willing to pay the most for an impression might never get called because it’s farther down the chain.
App bidding lets apps simultaneously offer every ad opportunity to multiple demand sources—ad networks such as Audience Network, AdMob and Iron Source—through an impartial open auction. This way, apps get the best price for each impression and increase their average revenue per daily active user (ARPDAU).
Why waterfalls fall short
Compared to app bidding, waterfall mediation is complex and inefficient.
App bidding minimizes or eliminates the operational resources that publishers dedicate to maintaining waterfalls, freeing resources for other aspects of the business.
Bidding also lets publishers add more demand sources with minimal effect on latency and operational resources.
We have been frustrated with the traditional waterfall model for a long time, because we see it as inefficient and creating overly complicated structure to manage. And also, we strongly feel that it doesn't help us to optimize our inventory in the best possible way. But app bidding, on the other hand, for the first time, enables us to give equal access at the same time to all buyers, and create a healthy but fair competition among the advertisers. It drastically reduces the need for us to manually go in and change the configurations in our ad stack on a daily basis.
We already started testing app bidding with Audience Network back in 2017 and it's only been growing since. This shared vision, or I dare to say, a passion to create a more fair and open ad ecosystem to the market. And we both were bold enough to start working toward our vision early on.
We have definitely seen a positive impact, both on our ads' ARPDAU and total ad revenue, but also have seen that the new bidding opportunities attract interest also from new advertisers.
All our games are launched with the bidding model right away. We don't operate a traditional waterfall model anymore, and right now, over 90% of our inventory already runs purely on the bidding model.
