programmatic ad mediation: latest trend in app monetization

White Nights Moscow 2015

Programmatic Mediation: latest trend in

app monetization

MLG Bird 420

Create unique & engaging apps.Let us take care of monetization.

Daily active users:

4,000,000

Annual gross:

over $17,000,000

Appodeal: In-house solution

• Automated Inventory management

• Revenue growth

Appodeal Today

• 40+ employees• 20 genius engineers• $3.1M investments• 3500+ active apps• $1M monthly gross• 1B impressions a month

San FranciscoBoston

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1. What is Programmatic Mediation?

2. How can I benefit from it?

3. What risks will occur?

Ad Monetization Evolution

1. Traditional Ad NetworksDon’t care about your revenue.

Ad Monetization Evolution

1. Traditional Ad NetworksDon’t care about your revenue.

2. Traditional MediationBetter revenue, but hard to manage.

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.

Programmatic Mediation

1. Self-sufficient monetization solution

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

$2

$3

Typical Waterfall

highest bid is $3 1.

2.

$2

$3

Typical Auction

highest bid is $4

1.

2.

$4

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

3. Dynamic prioritization

Static Prioritization

UnityAd

s

AppL

ovin

Ad

Colony

Vu

ngle

Dynamic Prioritization

UnityAdsAppL

ovinA

dColonyV

ungle

AppLovinVungle

UnityAds

AdColony

VungleAppL

ovinU

nityAdsA

dColony

ChartboostAppLovin

Vungle

AdColony

AdColonyVungle

AppLovin

UnityAds

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

3. Dynamic prioritization

4. Negotiate before selling

$1

Traditional Mediation: No Negotiation

highest bid is $3

$1

Traditional Mediation: No Negotiation

highest bid is $3okay

$1

Programmatic Mediation: Negotiation

highest bid is $3

$1

Programmatic Mediation: Negotiation

highest bid is $3

$2?

$2

Programmatic Mediation: Negotiation

highest bid is $3

$2

okay

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

3. Dynamic prioritization

4. Negotiate before selling

5. Each impression is treated individually

$2

Traditional Mediation: selling in bulk

highest bid is $3Ad networks pay per 1,000 impressions

All App Impressions

$1

$3

Programmatic mediation: each impression

highest bid is $3Each impression has different price

$1..3

$2..7

$0..4

All App Impressions

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

3. Dynamic prioritization

4. Negotiate before selling

5. Each impression is treated individually

Use case #1

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

Use case #2

MLG Bird 420 — App Store

Jul Aug Sep0

3500

7000

10500

14000

17500Impressions, K Revenue, $

Before: ChartboostAfter: programmatic mediation

Use case #3

Mad Dex - Google Play

April May Jun Jul Aug Sep0

0.25

0.5

0.75

1eCPM, $

Before: AdmobAfter: $1000/day with programmatic mediation

Risks

highest bid is $3

• Is SDK stable?• Quality of ads• Negative reviews• What if revenue does not improve?

All risks on us.

www.appodeal.com

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