ironSource, the mobile marketing and monetisation platform, has integrated mobile advertising company AdMob as a network partner for its Supply Side Platform. Publishers who use ironSource’s Mediation SDK get to leverage AdMob as a demand source for rewarded video and interstitials.
Whilst this will boost competition across the AdMob platform, it also maximises fill rates and eCPMs.
Adam Ben-David, VP SSP, Developer Solutions ironSource, says:
“Rewarded video is fast becoming the ad unit of choice for advertisers and publishers, offering a non-interruptive experience and a clear value exchange that users love. This latest expansion of our integration with AdMob will give developers even greater access to premium rewarded video demand through our platform, helping them monetize more effectively.”
Research has shown that rewarded video relates to higher eCPMs. In addition, it boosts retention and drives increased in-app engagement. In this way, non-paying users can be converted into paying users.
ironSource has previously found that users who engaged with rewarded video were twice as likely to make an in-app purchase. They also played 4.5 times as many gaming sessions a week compared to those not seeing rewarded videos.
In addition, marketers have found the format to benefit from guaranteed viewability and allows them to connect with users in a pre-engaged environment. Demand for the format is likely to grow over 2017.
ironSource says that its SSP offers one of the more mature rewarded video SSPs in the industry as well as a one-stop shop solution to allow developers to manage and optimize their campaigns across various demand sources, including InMobi, Applovin, AdMob, AdColony, Chartboost and others.
The SSP further features an intuitive dashboard with real-time reporting features. By integrating AdMob, developers get to tap a new source of demand for video ads.