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How app publishers can increase ad revenue inside waterfalls

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Presented by Vungle


Whether you’re a publisher looking to maximize revenue or generate a steady flow of earnings, ad placement has a significant impact on mobile apps. However, there’s more to it than you may expect. In addition to deciding where you want ads to show up in your app, publishers also need to consider the impact that multiple placements will have on earnings when used within their mediation waterfalls.

At Vungle, we put a strong emphasis on working with publishers to deliver creatively optimized, agile ads that enhance the user experience and build on performance metrics. With our new placements-enabled SDK, publishers can optimize their mediation waterfalls by adding multiple placements at different price points. This approach has had a dramatic impact on revenue for publishers.

Take, for example, Outfit7, a multinational company best known for its mobile games franchises “Talking Tom” and “Friends.” Earlier this year, Outfit7 was looking to enhance the revenue of its games and provide a better experience for its customers by improving its ad placement strategy. By working with Vungle, the company was able to do just that.

“Vungle’s innovative new placement technology has helped us improve monetization across some of our top titles, in some cases 50 percent higher eCPM,” said Dilpesh Parmar, director of advertising at Outfit7.

Most recently, the mobile gaming company Fanatee looked to improve revenue across network partners by implementing multiple placement calls. Through its partnership with Vungle, Fanatee was able to leverage price targets for different placements to increase CPMs and revenue. This led to a 40 percent  increase in ARPU (Average Revenue per Daily Active User).

To read more about Fanatee’s partnership with Vungle, click here.  

Publishers are faced with a variety of questions as they build out their monetization strategies. Below are a few frequently asked questions (and answers) that can help guide publishers through the ad placement process:

What are/is placements?

Normally, placements are used in order to show ads in different parts of a game or app. For example, you may choose to initiative an interstitial ad after level two, and a rewarded ad after level five. That’s two different placements with two different formats (interstitial and rewarded).

What are multiple calls?

Multiple calls use the exact same technology and are more about how you use placements. When a user reaches level two, you would call your winning SDK to show an ad. In a waterfall mediation stack, the winner is determined by historical performance. Why is this bad? Well, it means that you’re leaving money on the table. Ideally, you want to know who can pay the most for this impression, not give the impression to whichever network had the highest performance. By creating multiple ad placements for the same impression — at different target prices — you can see if there is an ad available at each price point, maximizing the value for that impression.

What do I need in order to get started?

This will depend on your mediation stack. You will need to check with your mediation partner to see whether they support multiple ad placements for the same impression.

If you run your own mediation stack, you may need to build additional capabilities in order to support this feature.

How do I get started with Vungle?

Everything is very straightforward. The basic SDK integration is still very simple, but you now have the option to set up placements. Simply get in touch with us or your dedicated Vungle account manager if you have any questions.

Our latest SDK can be found here.

Colin Behr is vice president of business development at Vungle.


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