Kirill Tyufanov is Senior Director of Product, Ampiri Mediation at Glispa Global Group. He brings over ten years of experience in marketing operations to the position. Before joining Glispa, he co-founded and was CEO of MoneyTap, the mobile ad mediation company acquired by Glispa and incorporated into Glispa’s own technology suite to create ad mediation platform Ampiri. Before founding MoneyTap, Kirill headed up Marketing Operations at i-Free Innovations, where he was responsible for mobile and online marketing as well as sales.
Senior Director of Product, Mediation & RTB at Glispa Global Group
Ad mediation solutions have simplified the monetization process for a growing number of mobile publishers and app developers. Instead of manually connecting multiple ad networks with different integrations, ad mediation software development kits (SDKs) typically require once-off implementation and promise access to hundreds of ad networks and DSPs. However, as much as the industry is able to deliver on its promises, there is also a lot of marketing misinformation out there which mediation solutions use to distinguish themselves. The mobile ad mediation industry needs to be more transparent to improve efficiency. These are some of the big secrets that some players don’t want you to know:
1. Ad mediation is not rocket science
All mediation solutions use algorithms which are relatively straightforward. While the technologies which run the platforms are highly complex, the process of ad mediation itself is not difficult to understand. Current market conditions are the cause of this. The 3rd party ad networks that are connected to the mediation platforms do not allow for anything more complicated than they can handle. What’s most important is that the solution works and that it is transparent enough for developers to know which ads are being shown in their inventory, not its degree of complexity.
2. Full transparency is possible and should be expected
Mediation platforms are typically offered for free, and this often leads to the question of what the providers get out of it. It is clear that the mediation solution needs to provide some source of revenue to be viable for the company that provides it. This usually comes in the form of the service provider connecting their own demand source to the mediation solution. This then competes alongside all the other connected sources.
However, in cases of little or no transparency, some mediation solutions could be incentivized to boost their revenues. They do this by pushing through more of their own traffic, rather than letting it compete in the marketplace with all the other sources. Developers and publishers should always be careful to check their demand sources.
Detailed reporting is entirely possible and should be expected. A good mediation solution is completely impartial and does not prioritize its own traffic over higher-paying traffic. This is why it is so important to expect a completely transparent solution, which shows developers who is buying their traffic, and at what prices.
3. The SDK needs to be constantly updated
The SDK is an essential part of any mediation solution. Mediation providers should frequently test their traffic to ensure that the many types of ads that come from various ad networks are properly supported by the SDK. Without frequent testing of the various ad formats available, the result is unattractive banners which are poorly displayed in your app. This can affect your users’ in-app experience and therefore turn your monetization strategy completely upside down.
4. Good mediation focuses on the supply, not the demand
A good mediation solution cannot offer you guaranteed revenues or the highest CPM before signing on. Good mediation places its focus squarely on the supply, ensuring that publishers receive the highest payouts possible.
Mediation solutions analyze the demand for a given ad slot and select the highest price on offer, meaning that it cannot forecast the revenues from your traffic without testing it first. Predicting the revenues that mediation could provide is, therefore, only possible in cases where their own demand has been included.
The more control the better
Ad mediation is not as complicated as it might seem. It makes monetizing your app much easier and thanks to intelligent optimization, it can significantly boost revenues, too. However, if you are not in control of which ads are shown in your app, it’s possible you will damage the user’s in-app experience and you also might not be showing the best-performing ads. While it’s good to leave ad mediation to the experts, it is essential to insist upon a certain degree of transparency in order to maintain control over your inventory. This will help to ensure both successful monetization for your app and an excellent experience for your app’s users.
By Kirill Tyufanov Senior Director of Product, Mediation & RTB at Glispa Global Group. To find out more information about Ampiri visit their official site here.