State of Ad Mediation Platforms

A handy cheatsheet of top mediation platforms, designed to help you quickly identify which demand partners each platform supports.

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When it comes to app monetization, the core challenge for publishers is consistently identifying which ad network offers the best rates for their ad inventory. This is where ad mediation helps publishers maximize their ad revenue. Mediation platforms work like auction houses, pitting multiple ad networks against each other to get the maximum bid for your inventory. Publishers can be rest assured that they are not leaving any money on the table.

We’ve compiled a list of top mediation platforms capturing every minor detail, ranging from support for real-time bidding to frameworks supported by the Ad Mediation Platform. Use our cheatsheet to determine which demand partners a particular mediation platform supports. Check for real-time bidding, and waterfall mediation and ultimately, the ad formats supported by each demand partner.

Bidding Methods on Ad Mediation Platforms

SDK Bidding

SDK Bidding (also known as in-app bidding) is used by ad mediation platforms to allow multiple ad networks and demand sources to bid on a single ad slot in real-time. When an ad opportunity pops up the ad mediation platform requests from all participating Ad networks simultaneously. Ad networks return real-time bids and the ad mediation platform awards the ad slot to the highest bidding ad network.

Waterfall Mediation

Waterfall mediation process involves calling ad networks sequentially based on their historical eCPM performance. The mediation platform requests the first ad network on the list to fill the ad slot. If the impression isn’t filled, it moves to the next ad network. This process continues till each network is reached out.

Top 5 App Mediation Explored

Google AdMob

Google AdMob is a comprehensive mobile advertising platform designed to help app developers effectively monetize their applications. It offers access to a broad range of advertiser demand, from Google Ads, Google DV 360, and a wide array of third-party ad networks through traditional mediation and real-time bidding. This diverse demand landscape helps maximize fill rates and revenue.

AdMob supports a range of ad formats that integrate seamlessly into various app experiences. These include standard Banner ads, full-screen Interstitial ads for natural breaks, Rewarded ads that incentivize users for engagement, customizable Native ads that match app design, App open ads displayed during transitions, and the incentivized Rewarded Interstitial format.

Why Download The PDF?

Top Ad Mediation Platforms

Curated list of top Ad Mediation platforms, detailed with their supported frameworks, ad formats and ad supply networks.

In-Depth Coverage

Detailed list of supported bidding methods by each ad supply partner on the best ad mediation platforms.

Actionable Insights

Choose the right ad mediation platform that suits your app and open new doors to ad revenue optimization.

2. AppLovin MAX

AppLovin MAX is considered one of the most versatile mediation platforms on the market, and this is evident from the number of frameworks it supports. AppLovin Max offers real-time bidding and waterfall mediation for many demand partners. Unsurprisingly, it also has a wide support for Ad formats across multiple partners.

Some of the key bidding networks include Google, Meta Audience Network, Mintegral, Pangle, and DT Exchange. MAX also integrates with numerous other networks for waterfall mediation, such as Unity Ads, ironSource, Liftoff Monetize, Amazon Publisher Services, and Chartboost, among others, offering extensive global demand coverage.

Regarding ad formats, MAX supports a wide array of ad formats for mobile monetization. This includes Banner and MREC (Medium Rectangle) ads, full-screen Interstitials (static and video), user-initiated Rewarded Video ads, flexible Native ad formats, and App Open ads, allowing developers to integrate ads seamlessly within their apps.

Here is the Ad Mediation Matrix for AppLovin MAX

3. Unity LevelPlay

Unity LevelPlay, stemming from the ironSource mediation platform following its merger with Unity, is a powerful ad mediation solution designed for app and game developers. It focuses on maximizing ad revenue through in-app bidding (SDK bidding) technology alongside traditional waterfall mediation, providing access to diverse demand sources.

LevelPlay supports a wide array of demand partners. Major bidding networks integrated include Unity Ads, Meta, Google AdMob/Ad Manager, AppLovin, Mintegral, Pangle, and Liftoff. It can also connect with numerous other networks via adapters for waterfall setups, such as Amazon Publisher Services, Tapjoy, Liftoff, Chartboost, and more.

In terms of ad formats, Unity LevelPlay accommodates the standard types crucial for mobile app monetization. Developers can implement Banner ads (including standard, MREC, and leaderboards), full-screen Interstitials (static and video), user-opt-in Rewarded Video ads, and playable ads. This range allows publishers flexibility in integrating advertisements effectively within their user experience.

4. Google Ad Manager

Google Ad Manager (GAM) is a comprehensive ad management platform for publishers across web, mobile apps, and video. GAM supports traditional SDK-based mediation, allowing app publishers to integrate third-party ad networks into waterfall setups via yield groups.

Furthermore, GAM offers Open Bidding, a server-to-server real-time bidding solution. This allows numerous authorized buyers, exchanges, and SSPs (such as PubMatic, Index Exchange, OpenX, and more) to compete simultaneously with Google’s own Ad Exchange demand and direct line items in a unified auction, maximizing revenue.

5. Digital Turbine FairBid

Digital Turbine FairBid claims to be the only independent mediation platform. It offers demand from top ad networks, including Amazon Publisher Services, Google Ad Manager, InMobi and more. Digital Turbine FairBid also offers waterfall mediation from AppLovin.