Most mobile publishers have more inventory than they can sell through one ad network or their direct sales team. To optimize fill rates and sell more of their inventory, most publishers work with multiple ad networks at the same time.

With just one simple SDK integration, ad mediation is a solution for app monetization that allows app developers to manage and optimize various ad networks in one place. Ad mediation is the use of technology and tools for monetization that helps maximize display ad fill rates and eCPM for publishers. Additionally, it could also include a service that enables publishers to find and display ads on their sites from ad networks, direct advertisers, and other sources.

Generally, most ad mediation platforms have a strong approach to optimize their ad network.

When someone issues an ad request, the top-performing ad network is notified until its ad pool is totally used up. After that process, the system proceeds to the next ad network on the list until its ad pool is fully used again. Then, the system will keep on repeating the cycle until. 

The best thing of all is that you don’t need to spend any time managing it. There is an optimization algorithm that automatically makes sure the highest bidder wins.

With ad mediation, you get everything you need for monetization domination in a straightforward integration. As a result, developers save time integrating SDKs. They also don’t have to look after and manually manage their ad monetization strategy. Instead, the entire process is managed from one platform.

Mediation is essentially a waterfall strategy as you can configure which networks you want to be called in a particular order. Often they are organized according to each as a network CPM. The mediation platform will then request ads from those ad network sources in the specific order chosen.

CPM is based on the network's historical performance and set manually. That’s why it’s essential to check your network CPM consistently to ensure you maximize your ad revenue.


Ad mediation can save you a lot of time in managing ads and optimizing your ad revenue. But most of the time, it does not contain the optimal setup or you need additional optimization. If you find this post provides you with useful information, don’t hesitate to comment below.

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Ly Nguyễn (Lexy Nguyen)