programmatic ad mediation: latest trend in app monetization
TRANSCRIPT
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White Nights Moscow 2015
Programmatic Mediation: latest trend in
app monetization
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MLG Bird 420
Create unique & engaging apps.Let us take care of monetization.
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Daily active users:
4,000,000
Annual gross:
over $17,000,000
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Appodeal: In-house solution
• Automated Inventory management
• Revenue growth
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Appodeal Today
• 40+ employees• 20 genius engineers• $3.1M investments• 3500+ active apps• $1M monthly gross• 1B impressions a month
San FranciscoBoston
MoscowBarcelona
Saint-PetersburgLvov
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1. What is Programmatic Mediation?
2. How can I benefit from it?
3. What risks will occur?
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Ad Monetization Evolution
1. Traditional Ad NetworksDon’t care about your revenue.
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Ad Monetization Evolution
1. Traditional Ad NetworksDon’t care about your revenue.
2. Traditional MediationBetter revenue, but hard to manage.
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Ad Monetization Evolution
1. Traditional Ad NetworksDon’t care about your revenue.
2. Traditional MediationBetter revenue, but hard to manage.
3. Programmatic MediationMaximum revenue, effortless.
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Programmatic Mediation
1. Self-sufficient monetization solution
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Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
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$2
$3
Typical Waterfall
highest bid is $3 1.
2.
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$2
$3
Typical Auction
highest bid is $4
1.
2.
$4
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Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization
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Static Prioritization
UnityAd
s
AppL
ovin
Ad
Colony
Vu
ngle
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Dynamic Prioritization
UnityAdsAppL
ovinA
dColonyV
ungle
AppLovinVungle
UnityAds
AdColony
VungleAppL
ovinU
nityAdsA
dColony
ChartboostAppLovin
Vungle
AdColony
AdColonyVungle
AppLovin
UnityAds
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Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization
4. Negotiate before selling
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$1
Traditional Mediation: No Negotiation
highest bid is $3
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$1
Traditional Mediation: No Negotiation
highest bid is $3okay
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$1
Programmatic Mediation: Negotiation
highest bid is $3
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$1
Programmatic Mediation: Negotiation
highest bid is $3
$2?
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$2
Programmatic Mediation: Negotiation
highest bid is $3
$2
okay
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Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization
4. Negotiate before selling
5. Each impression is treated individually
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$2
Traditional Mediation: selling in bulk
highest bid is $3Ad networks pay per 1,000 impressions
All App Impressions
$1
$3
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Programmatic mediation: each impression
highest bid is $3Each impression has different price
$1..3
$2..7
$0..4
All App Impressions
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Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization
4. Negotiate before selling
5. Each impression is treated individually
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Use case #1
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Piano Tiles - Google Play
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun0
35
70
105
140
175Impressions, M Revenue, $K
Before: traditional mediationAfter: programmatic mediation
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Use case #2
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MLG Bird 420 — App Store
Jul Aug Sep0
3500
7000
10500
14000
17500Impressions, K Revenue, $
Before: ChartboostAfter: programmatic mediation
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Use case #3
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Mad Dex - Google Play
April May Jun Jul Aug Sep0
0.25
0.5
0.75
1eCPM, $
Before: AdmobAfter: $1000/day with programmatic mediation
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Risks
highest bid is $3
• Is SDK stable?• Quality of ads• Negative reviews• What if revenue does not improve?
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All risks on us.