If you want to monetize a mobile app, merely displaying ads will not cut it anymore. You must time your ads for the best possible payout.
With in-game advertising revenue projected to reach $124.45 billion in 2025 and expected to grow at a CAGR of 8.02% (2025-2029) to $169.41 billion by 2029, ad monetization has become important for app and game developers.
To capitalize on this growth, they have started integrating multiple ad networks to boost revenue. However, managing them manually can be overwhelming.
Ad mediation automates the process and links multiple ad networks in one place. This process helps developers optimize eCPMs and streamline ad operations—all with minimal effort.
This blog will break down what ad mediation is, how mobile ad mediation works, and the top mediation partners that can help you maximize revenue. Continue reading.
What is Ad Mediation?
Ad mediation, an app monetization solution, helps game publishers and mobile app developers optimize numerous ad networks through a single SDK integration. By raising ad fill rates and eCPM (effective cost per mille), mediation platforms enable developers to maximize revenue rather than depend on a single ad network.
Fundamentally, ad mediation ensures that the highest-paying ad is shown in real time by linking publishers with several ad networks. This procedure maximizes income by increasing the fill rate—the frequency with which an ad request is successfully fulfilled—and eCPM—the earnings per 1,000 impressions.
How Does Mobile Ad Mediation Work?
Mobile ad mediation assists mobile game publishers in optimizing ad income through the automated selection of the highest-paying advertising across many networks. Mediation platforms ensure the best eCPM for every ad impression by establishing a competitive bidding environment rather than depending on a single network.
This is how it operates:
- When a player launches the game, the mediation platform requests an advertisement from several networks.
- Ad networks compete in real-time, with the highest bidder winning the impression.
- The game displays the winning advertisement to guarantee the developer the most money.
- The mediation platform optimizes network selection for maximum income by monitoring fill rates, eCPMs, and impressions.
Since this process happens in milliseconds, game publishers obtain higher eCPMs, better fill rates, and improved revenue. The best part? It all happens without manual intervention.
Two Major Approach to Optimize Ad Networks
Ad mediation uses 2 major approaches to optimize ad networks,
1) Real-Time Bidding
2) Waterfall Mediation
What is Real-Time Bidding (RTB) in Mobile Ad Mediation?
Real-time bidding (RTB) is a monetization strategy that mobile game developers use to optimize revenue. They do so by selling ad impressions through an instant auction. RTB allows for real-time competition, further guaranteeing the highest bidder receives the impression.
How Does Real-Time Bidding Work?
- The mediation platform receives an ad request whenever a user interacts with an app (for example, by completing a gaming level).
- The SSP conducts a real-time auction where several advertisers can bid for the available ad impression.
- The Highest Bidder Wins. The advertiser who is prepared to spend the most money wins, and the game or app immediately displays the ad.
- Publishers receive the highest eCPM for each impression since advertisers place dynamic bids based on user information and relevancy.
What is Waterfall Ad Mediation?
Mobile game developers use waterfall ad mediation to maximize their ad revenue. This classic mediation method ranks ad networks using past performance metrics, such as fill rates and eCPM (Cost Per Mille). Ad requests are routed to the networks with the highest rankings first.
How Does Waterfall Ad Mediation Work?
- The mediation platform prioritizes the top eCPM networks by ranking ad networks according to past performance.
- The network with the highest ranking receives an ad request first.
- The system moves on to the next network in the list until an ad is served if the top network cannot fill the request.
Top App Mediation Partners for Game Developers and App Publishers
Selecting the best ad mediation partner is essential for maximizing revenue and optimizing ad performance. These three leading app mediation partners provide strong solutions for app publishers and mobile game developers.
1. Google AdMob
Google’s powerful ad mediation platform, AdMob, provides access to 30+ ad networks and is integrated with Google Ads and the entire Google ecosystem. It guarantees high demand and real-time optimization by supporting waterfall and RTB models.
How to do Game Publishers Benefit:
- Access to top advertisers and Google’s extensive advertiser network.
- AI-powered audience segmentation and real-time bidding for improved targeting.
- Powerful reporting and analytics tools for data-driven choices.
2. AppLovin
AppLovin, a top mobile app partner, links game publishers with numerous demand-side platforms (DSPs) and ad networks through its mediation solution. It uses predictive algorithms and machine learning to improve CPMs gradually.
How to do Game Publishers Benefit:
- Broad advertiser demand, ensuring better fill rates and revenue.
- AI-powered automation for better ad performance optimization.
- Deep integration with various ad networks for seamless monetization.
3. Meta Audience Network
Meta’s mediation platform connects publishers with advertisers from the vast Meta ecosystem. It ensures high fill rates, competitive eCPMs, and premium ad quality. It provides audience targeting and supports a variety of ad types.
How to do Game Publishers Benefit:
- Global reach with strong advertiser demand.
- AI-powered audience targeting is based on user behavior, interests, and demographics.
- High-quality, engaging ad formats optimized for in-app experiences.
Want to take your ad revenue to the next level? Choose the right mediation platform and start maximizing your earnings today! Yieldmonk can help set up your mediation matrix, helping you maximize earnings without the hassle. Get in touch with us now to learn more.
