Ad mediation works by routing ad requests to multiple ad networks, and then selecting the highest paying ad to display to the user. The ad mediation platform typically includes tools for optimizing ad performance and revenue, such as eCPM (effective cost per thousand impressions) optimization, ad network failover, and ad network waterfalls. When a user opens an app or website that is using ad mediation, the platform sends an ad request to multiple ad networks. Each ad network then returns an ad and the eCPM (effective cost per thousand impressions) they are willing to pay for it. The ad mediation platform then selects the highest paying ad to display to the user.
Additionally, ad mediation platforms can also use ad network failover, which allows it to route ad requests to backup ad networks in case the primary ad network is unavailable. They can also use ad network waterfalls which routes ad requests to multiple ad networks in a predefined order, based on the eCPM (effective cost per thousand impressions) offered by each network.
Ad mediation platforms also provide analytics and reporting features to help app and website publishers to track and optimize the performance of their ads, and make data-driven decisions about which ad networks to work with.
Ad mediation platforms can help app and website publishers in several ways:
Increased revenue: Ad mediation platforms can help boost ad income by optimizing ad performance, administering multiple ad networks, and furnishing access to a wider selection of ad inventory.
Simplified monetization: Ad mediation platforms can make the process of monetizing content easier by providing a single integration point for multiple ad networks.
Analytics and reporting: Ad mediation platforms provide analytics and reporting features that enable app and website publishers to track and enhance the performance of their advertisements. This can assist them in making decisions based on data about which ad networks to collaborate with.
In-app advertising: Ad mediation platforms can help app developers and mobile marketers to promote their apps through in-app advertising, which can augment app downloads and user engagement.
Header bidding and waterfall bidding: Ad mediation platforms can also bolster In-app header bidding and waterfall bidding which allows multiple ad networks to tender for ad inventory in real-time, before the ad request is sent to the primary ad server. This can increase rivalry for ad inventory and lead to higher ad revenue for publishers.
Ad Network failover: Ad mediation platform can also provide failover feature which allows it to send ad requests to reserve ad networks in case the primary ad network is inaccessible, which can ameliorate user experience and amplify the fill rate for ad inventory.