Top 10 Mobile Ad Mediation Platforms For Mobile Apps & Games
By: Andrea Knezovic
Tags: Mobile App Developers, Mobile Ad Networks, Advertising, Mobile Marketing, Mobile App Monetization

Imagine this scenario. You have developed a great app and want to monetize it with ads. So you start working with ad networks. However, as the number of ad networks you work with starts growing, it gets increasingly hard to manage them. Not only that, you’re also not getting the maximum ad revenue.

The solution?

Ad mediation platforms. They allow you to work with multiple ad networks by integrating only one SDK. Moreover, ad mediation platforms help you increase eCPMs and maximize your ad revenue.

To get you started, we have put together a list of top 10 mobile ad mediation platforms for apps and games. We go through the main features of each one, as well as list all the supported ad networks and platforms. Also, you can find an ad mediation glossary at the end of the article that will help you master all the basic terms.

Top Mobile Ad Mediation Platforms for Apps and Games

AdMob by Google

AdMob is an ad network that has a mobile ad mediation feature as well. It’s perfect for mediation beginners. It allows you to manage many different ad networks all in one place.

AdMob ad mediation groups make the process even easier. You don’t need to add targeting settings to each separate ad unit, but for the group. Later on, you can simply add new ad units to the preferred group. However, it’s important to note that although ad networks waterfall within a group, that doesn’t happen from group to group.

The biggest advantage of using AdMob by Google is a large number of supported ad networks, 25 in total. However, it’s important to note that not all ad networks support optimization. Out of the full list you can see below, LG U+AD, One by AOL (Nexage), and Vpon cannot be enabled for optimization. The rest can.

AdMob Features

Ad network optimization

AdMob mediation groups

Mediation test suite

Supported ad networks

AdColony

AdFalcon

AppLovin

Chartboost

Facebook Audience Network

Flurry

Fiber

i-mobile

inMobi

ironSource

Leadbolt

LG U+AD

Maio

MobFox

MoPub

myTarget

Nend

One by AOL (Millenial Media)

One by AOL (Nexage)

Tapjoy

Tencent GDT

Unity Ads

Vpon

Vungle

Zucks

Supported platforms: Android, iOS, WP7

ironSource

ironSource is one of the top ad mediation platforms that helps you increase app revenue and eCPMs. With 15 ad networks available, you can choose the ones you prefer and the ironSource platform will manage them for you. That saves you a lot of time and makes app monetization a very simple process. You can also customize your monetization strategy and combine different mediation models. ironSource supports different ad formats like rewarded video, offerwall, interstitial ads, and banner ads, which is a huge plus.

What’s unique about this platform is that it also enables you to follow key metrics like DAU, ARPDAU, and engagement.

ironSource Features

Simple dashboard

Many ad networks available

Analytics

Different mediation models available

Supported ad networks

AdColony

AdMob

Amazon

AppLovin

Chartboost

Facebook

Fyber

HyprMX

InMobi

Maio

Mintegral

Tapjoy

UnityAds

Vungle

Supported platforms: Android, iOS, Adobe, Unity

Mopub

Mopub is one of the top mobile ad mediation platforms that connects you with leading ad networks all in one place. That makes it easy for mobile publishers to boost their ad revenue. The competition from these ad networks ensures higher bids and consequently more profit for you, the developer. Mopub supports four different ad formats: banners, interstitial ads, native ads, and rewarded ads.

What’s unique about Mopub is that you get access to demand from Twitter because the platform was acquired by Twitter back in 2013.

Mopub Features

Advanced bidding

Unified auction

Analytics

Supported ad networks

AdColony

AdMob

Google Ad Manager

AppLovin

Chartboost

Facebook Audience Network

ironSource

Tapjoy

Unity Ads

Verizon Media

Vungle

Yahoo! Flurry

Supported platforms: Android, iOS

Fyber

Fyber offers mobile publishers different monetization solutions, including FairBird, their ad mediation platform. It gives publishers the option to choose between the waterfall system and unified auction.

There are 10+ major ad networks bidding for ad space thus maximizing competition and yield. Many of them are video networks so we could say Fyber is more video-oriented. This platform also offers you detailed reports that include all the important metrics you need to track. The interface is simple and easy to use, which is also a plus.

Fyber Features

FairBird mediation platform

Real-time bids

Over 180 DSP’s

Reports

Supported ad networks

AdColony

AdMob

AppLovin

ChartBoost

Facebook Audience Network

HyprMX

InMobi

Inneractive

ironSource

LoopMe

NativeX

MediaBrix

TapJoy

Unity Ads

Vungle

Supported platforms: Android, iOS, Unity, Adobe

Appodeal

With more than 60 major ad networks supported on the platform, Appodeal is without a doubt one of the top mobile ad mediation platforms for apps and games. When so many ad networks compete for your ad inventory, you can expect the fill rate will be very high.

Appodeal supports all four major ad formats: interstitial (rich, static, video), banners, rewarded videos, and native ads. That gives you more choice when it comes to ad placement which ultimately improves the UE of your app.

Another great Appodeal feature is parallel bidding, a solution for header bidding. It is the newest technology that’s replacing the waterfall model. The biggest difference between the two models is that in the waterfall model, the ad requests are made sequentially while with parallel bidding, the ad requests are made simultaneously. According to Appodeal, that results in more competition, higher earnings, 17% higher eCPM, and 30% higher ARPDAU.

Appodeal Features

Parallel bidding

Monetization across the globe

6 different ad formats

Insights

Supported ad networks

AdColony

Adikteev

AdMob

Adtelligent

Altamob

Amazon

AppGrowth

AppLovin

Appreciate

Axonix

Bidease

Bidsopt

Bucksense

Chartboost

Criteo

Engage

Epom

Facebook Audience Network

Flurry

Fractional Media

Getintent

HangMyAds

HyperadX

Index Exchange

InMobi

IronSource

Jampp

Kayzen

Liftoff

LiquidM

com

Mintegral

Mobfox

MyTarget

Ogury

OpenX

ly

PubNative

Remerge

Rubicon

Smaato

SoloMath

StartApp

Tapjoy

Unity Ads

VideoNow

Vidstart

Vungle

xAd

Yandex

YouAppi

Supported platforms: iOS, Android, Unity, Adobe, Cocos2d-x, Cordova, Marmalade, tvOS

Aerserv

If you’re over the waterfall model, you should consider Aerserv. This platform offers you unified auction which means the bidding happens simultaneously. That, of course, results in more competition and higher bids. To make your life easier, Aerserv has an auto pilot feature that automates optimization. You also get important metrics like KPIs in real-time. Lastly, Aerserv is known to have great customer service that’s very responsive and helpful, which is also a plus.

Aerserv Features

Unified auction

Automated optimization

Reports

Supported ad networks

Amazon Publisher Services

AdColony

Google AdMob

AppLovin

AppNext

Chartboost

Conversant

Facebook

InMobi

MobFox

MobileFuse

MoPub

MyTarget

ONE by AOL (Millenial Media)

ONE by AOL (Nexage)

OpenX

PubMatic

PubNative

RhythmOne

Rubicon Project

Smaato

Spot X

Tapit

TapJoy

Tremor Video

TripleLift

TubeMogul

Unity Ads

Verve

VRTCAL

Vungle

Yahoo

Supported platforms: iOS, Android

AdTapsy

AdTapy is a great mobile ad mediation platform that helps you get the highest revenue possible. Ad requests are sent to different ad networks which ensures you get the best results. The autopilot mediation does all the work for you. By using the waterfall model, the optimal ad networks are chosen for each app and each country. However, you also have the option to refine and adjust everything to make it fit your specific goals.

AdTapsy claims it can get you up to 100% fill rate with this method. However, it’s important to mention that AdTapsy supports only 7 ad networks which is significantly less than other mobile ad mediation platforms on this list. There are also only two supported ad formats (static interstitial ads and video ads).

AdTapsy’s dashboard also allows you to see the performance of your apps in real-time and you get daily reports. You can track different key performance indicators like effective cost per mile, fill rate, and impressions.

AdTapsy Features

Autopilot mediation

Easy SDK integration

Daily reports

Supported ad networks

Admob

Inmobi

Charboost

Revmob

Applovin

AdColony

Vungle

Supported platforms: iOS, Android

AppMediation

AppMediation platform assembles premium ad networks that compete for your ad inventory. Its mediation optimization does the work for you and selects the best ad networks according to many different factors like geographical location and ad format. That results in better performance and higher revenue. AppMediation platform supports all four standard ad formats (interstitial, video, rewarded video, and banner). It also supports many of the top ad networks.

Media.net Features

Smart optimization

Easy SDK integration

Reports

Supported ad networks

TapJoy

Ogury

InMobi

StartApp

Unity Ads

AdMob

Facebook Audience Network

ironSource

AppLovin

AdColony

Vungle

Chartboost

Mintegral

StartApp

Supported platforms: iOS, Android, Unity

Admost

Admost started as a publisher, which gives them a unique perspective. After seeing the flaws in other ad mediation platforms, they decided to make their own. With Admost, you need to integrate only one SDK that will go through many different ad networks and choose the best one for your app. The networks are ranked by using the waterfall model. That way you free up your time to focus on other things.

Admost’s dashboard also allows you to track and measure the performance of each ad network. You can compare ad networks by fill rate and eCPM. Another important thing is that Admost is not affiliated with any ad network they support, which can’t be said for many other mobile ad mediation platforms. That shows they’re objective and impartial. The focus is on you, the publisher.

Admost Features

Waterfall system

Analytics

Cross-promotion

Supported ad networks

Admost claims it supports over 40 ad networks. However, the specific info is not available on their website.

Supported platforms: iOS, Android, Unity, Air, Cordova

Chocolate Platform

Chocolate is the among top mobile ad mediation platforms for monetizing your app with video ads. It supports four different video ad formats including pre-roll, full-screen interstitial, rewarded video, and native video. The way Chocolate platform maximizes your revenue is by using a universal auction model, instead of the traditional waterfall system. All the ad networks can be added by using a single SDK integration and all SDK updates are handled by the Chocolate platform.

Chocolate Features

Video ad monetization

Universal auction model

Global eCPM index

Supported ad networks

Unity

TapJoy

AdMob

AppLovin

AdColony

Vungle

Flurry Chartboost

Facebook Audience Network

InMobi

Ogury

Criteol

Amazon

Google

Supported platforms: iOS, Android, Unity, Cordova, React Native, Cocos2d-x

Final Thoughts on Top Mobile Ad Mediation Platforms for Apps and Games

Hopefully, this breakdown of the top mobile ad mediation platforms gave you a good insight into what they have to offer. Each mobile ad mediation platform has advantages and disadvantages and it’s ultimately up to you to choose the one that’s right for you.

However, ad mediation terminology is oftentimes confusing and that can lead you in the wrong way. So to summarize, let’s go through the key terms you need to master to better understand mobile ad mediation and successfully monetize your app.

Mobile Ad Mediation Glossary

Ad Mediation

Ad mediation allows app developers to handle numerous ad networks in one place. What’s great is that you can do it with single SDK integration. Through ad mediation platforms, ad networks get access to your ad inventory. That makes multiple ad networks compete for ad slots which in turn maximizes your ad revenue. It also ensures you get the best possible ads for your app without compromising user experience. Another advantage of using ad mediation platforms is that you can automate the whole process which saves you a lot of time.

Ad Network

An ad network connects publishers and advertisers. The advertisers are looking for ad slots in different apps, while app publishers want to monetize their apps by showing ads. So an ad network is basically the middleman between demand sources (advertisers) and supply sources (publishers). That way, publishers can easily work with multiple advertisers at once, instead of making deals with individual advertisers.

Ad Inventory

Ad inventory refers to the available amount of ad space a publisher has. That ad inventory is then sold to advertisers. Publishers can sell ad space directly to advertisers or they can use ad networks who work as an intermediary.

The term ad inventory is most often used when talking about digital and mobile ads, but it can be used for traditional media as well. If we’re talking about the digital world, a publisher would either be an app developer or a website owner.

eCPM

For many app developers, eCPM might sound complicated. However, it’s essential for all developers who want to monetize their app. You need to know what it means and how to calculate it. So let’s explain it in simple terms.

eCPM is short for effective cost per mile which basically means the amount of money a publisher earns per thousand impressions.

In order to calculate eCPM, you need to know much you earned from ads in total and how many impressions your app served. What you do then is divide total earnings by the number of impressions and multiply by 1,000. The number you get is your eCPM and now you know how much your app earned per thousand impressions. If the eCPM is very high, that means the ads on your app are performing really well. That, of course, brings you more revenue.

eCPM Floor

eCPM floor is the predefined minimum CPM you as a publisher require from an ad network. It’s also known as flat eCPM or predefined eCPM. For example, if an ad network doesn’t meet the required eCPM floor, the ad requested won’t be filled. That way you filter out lower-paying ads. Ultimately, it improves UE because users won’t be shown low-quality ads that are not relevant to them.

The tricky thing is to determine the right eCPM floor. For example, if you set it too high, the fill rate will decrease. If you set it too low, you get lower-paying ads.

Fill Rate

Fill rate is another important term you should know if you’re an app developer. It tells you how much ad requests (in percentage) have been answered by ad networks. You can calculate the fill rate by dividing answered ad requests by sent ad requests.

If the fill rate is 100%, that means all ad requests got answered. As you might expect, a higher fill rate means more revenue. On the other hand, if the fill rate is low, that means you miss out on potential earnings because you’re not using up all of your ad inventory. That’s why your goal as an app developer should be to keep the fill rate at a maximum. One of the best ways to do that is by using ad mediation platforms.

SDK

SDK is a software development kit. Here is why it’s important when it comes to ad mediation. When you’re using an ad mediation platform, you can integrate multiple ad networks with a single SDK. On the other hand, if you’re not using an ad mediation platform, you would have to manage multiple SDKs within your app. If you consider that app developers often work with more 15 ad networks, that’s a lot of SDKs. So an ad mediation platform solves that problem for you since one mediation SDK controls all ad networks.

Waterfall System

When working with multiple ad networks you need a system for allocating traffic. That is often done by using the waterfall system. By using the waterfall model, an ad mediation platform can rank ad networks and determine the ad fill order. Another benefit of using a waterfall model is the fact it can maximize eCPM and fill rates.

In the traditional waterfall system, the ad request is filled by the 1st ad network until that ad network has no more ads to display. Then the ad requests will be filled by the 2nd ad network and so on. The issue with the traditional waterfall system is that all impressions from the same ad networks don’t have the same eCPM. In fact, eCPM decreases as more ads are requested from the same network.

That’s where the weighted waterfall system comes in. In the weighted waterfall model, ad networks are given priority based on their weight i.e. performance. That way, the ad requests are filled by high-performing ads from each network first, then it moves on to low-performing ones. As a result, app developers get more revenue.

Unified Auction

Unified auction is a model where multiple demand sources get access to the same ad inventory. They compete for the same ad slot at the same time and the highest bidder wins. that maximizes competition and drives prices up. As a result, publishers get more revenue and higher eCPM. For that reason, this model is replacing the waterfall system. You will find unified auction also referred to as header bidding or parallel bidding.

DSP (Demand-side platform)

DSP is a platform that allows advertisers to access publishers’ ad inventory as well as set up, manage and optimize online ad campaigns. It simplifies media buying and it’s completely automated. If the available inventory matches the criteria in the DSP, buyers will be entered for auction. The one with the highest bid price wins. All of it happens in milliseconds.

Along with SSPs, DSPs are essential for programmatic advertising.

SSP (Supply-side platform)

An SSP is a platform that allows publishers to list their ad inventory for sale. It has information about the different audience segments that visit the publisher’s site or app, the minimum bid price, as well as available ad formats. Ad exchange, which is in the middle of DSPs and SSPs, auctions off the ad inventory made available by the SSPs.

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