programmatic ad mediation: latest trend in app monetization

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White Nights Moscow 2015 Programmatic Mediation: latest trend in app monetization

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Page 1: Programmatic Ad Mediation: Latest Trend in App Monetization

White Nights Moscow 2015

Programmatic Mediation: latest trend in

app monetization

Page 2: Programmatic Ad Mediation: Latest Trend in App Monetization

MLG Bird 420

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

Page 3: Programmatic Ad Mediation: Latest Trend in App Monetization

Daily active users:

4,000,000

Annual gross:

over $17,000,000

Page 4: Programmatic Ad Mediation: Latest Trend in App Monetization

Appodeal: In-house solution

• Automated Inventory management

• Revenue growth

Page 5: Programmatic Ad Mediation: Latest Trend in App Monetization

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

Page 6: Programmatic Ad Mediation: Latest Trend in App Monetization

1. What is Programmatic Mediation?

2. How can I benefit from it?

3. What risks will occur?

Page 7: Programmatic Ad Mediation: Latest Trend in App Monetization

Ad Monetization Evolution

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

Page 8: Programmatic Ad Mediation: Latest Trend in App Monetization

Ad Monetization Evolution

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

2. Traditional MediationBetter revenue, but hard to manage.

Page 9: Programmatic Ad Mediation: Latest Trend in App Monetization

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.

Page 10: Programmatic Ad Mediation: Latest Trend in App Monetization

Programmatic Mediation

1. Self-sufficient monetization solution

Page 11: Programmatic Ad Mediation: Latest Trend in App Monetization

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

Page 12: Programmatic Ad Mediation: Latest Trend in App Monetization

$2

$3

Typical Waterfall

highest bid is $3 1.

2.

Page 13: Programmatic Ad Mediation: Latest Trend in App Monetization

$2

$3

Typical Auction

highest bid is $4

1.

2.

$4

Page 14: Programmatic Ad Mediation: Latest Trend in App Monetization

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

3. Dynamic prioritization

Page 15: Programmatic Ad Mediation: Latest Trend in App Monetization

Static Prioritization

UnityAd

s

AppL

ovin

Ad

Colony

Vu

ngle

Page 16: Programmatic Ad Mediation: Latest Trend in App Monetization

Dynamic Prioritization

UnityAdsAppL

ovinA

dColonyV

ungle

AppLovinVungle

UnityAds

AdColony

VungleAppL

ovinU

nityAdsA

dColony

ChartboostAppLovin

Vungle

AdColony

AdColonyVungle

AppLovin

UnityAds

Page 17: Programmatic Ad Mediation: Latest Trend in App Monetization

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

3. Dynamic prioritization

4. Negotiate before selling

Page 18: Programmatic Ad Mediation: Latest Trend in App Monetization

$1

Traditional Mediation: No Negotiation

highest bid is $3

Page 19: Programmatic Ad Mediation: Latest Trend in App Monetization

$1

Traditional Mediation: No Negotiation

highest bid is $3okay

Page 20: Programmatic Ad Mediation: Latest Trend in App Monetization

$1

Programmatic Mediation: Negotiation

highest bid is $3

Page 21: Programmatic Ad Mediation: Latest Trend in App Monetization

$1

Programmatic Mediation: Negotiation

highest bid is $3

$2?

Page 22: Programmatic Ad Mediation: Latest Trend in App Monetization

$2

Programmatic Mediation: Negotiation

highest bid is $3

$2

okay

Page 23: Programmatic Ad Mediation: Latest Trend in App Monetization

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

3. Dynamic prioritization

4. Negotiate before selling

5. Each impression is treated individually

Page 24: Programmatic Ad Mediation: Latest Trend in App Monetization

$2

Traditional Mediation: selling in bulk

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

All App Impressions

$1

$3

Page 25: Programmatic Ad Mediation: Latest Trend in App Monetization

Programmatic mediation: each impression

highest bid is $3Each impression has different price

$1..3

$2..7

$0..4

All App Impressions

Page 26: Programmatic Ad Mediation: Latest Trend in App Monetization

Programmatic Mediation

1. Self-sufficient monetization solution

2. Auctions, not waterfalls

3. Dynamic prioritization

4. Negotiate before selling

5. Each impression is treated individually

Page 27: Programmatic Ad Mediation: Latest Trend in App Monetization

Use case #1

Page 28: Programmatic Ad Mediation: Latest Trend in App Monetization

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

Page 29: Programmatic Ad Mediation: Latest Trend in App Monetization

Use case #2

Page 30: Programmatic Ad Mediation: Latest Trend in App Monetization

MLG Bird 420 — App Store

Jul Aug Sep0

3500

7000

10500

14000

17500Impressions, K Revenue, $

Before: ChartboostAfter: programmatic mediation

Page 31: Programmatic Ad Mediation: Latest Trend in App Monetization

Use case #3

Page 32: Programmatic Ad Mediation: Latest Trend in App Monetization

Mad Dex - Google Play

April May Jun Jul Aug Sep0

0.25

0.5

0.75

1eCPM, $

Before: AdmobAfter: $1000/day with programmatic mediation

Page 33: Programmatic Ad Mediation: Latest Trend in App Monetization
Page 34: Programmatic Ad Mediation: Latest Trend in App Monetization

Risks

highest bid is $3

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

Page 35: Programmatic Ad Mediation: Latest Trend in App Monetization

All risks on us.

Page 36: Programmatic Ad Mediation: Latest Trend in App Monetization

www.appodeal.com

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