The Ad Network Insights Report offers a data-driven insights to help publishers drive more value from their ad network partnerships.

1. AD NETWORK
INSIGHTS REPORT
Three important questions about ad network mediation for publishers
For mobile app publishers, choosing the right ad
networks to work with is an important part of
maximizing revenue potential. In the complex and
rapidly changing monetization industry, many
publishers seek insights and best practices about
how to drive more value from their ad network
partnerships.
MoPub does not operate an ad network. Publishers
use MoPub’s network mediation platform to work
with 60+ native and custom native ad networks of
their choice.
Note: Insights below reflect MoPub platform trends based on MoPub internal
data. The ad networks listed below do not represent an exhaustive list. For
the full list of supported network mediation partners, please reference our
certification page at
https://dev.twitter.com/mopub/network-mediation/supported-networks.
(c) 2016 MoPub, Inc.
TWITTER, MOPUB and the Bird logo are trademarks of Twitter, Inc. or its affiliates. All third
party logos and trademarks included are the property of their respective owners. The ad
networks referred to herein are not associated, affiliated, endorsed, or sponsored by Twitter or
MoPub. The data and information provided herein is provided "AS IS" and for information
purposes only, and as such, it may not be accurate, timely, complete or error-free. Neither
Twitter nor MoPub will be liable for and the user assumes all risk and responsibility with respect
to any use of the data and information provided, and Twitter and MoPub make no warranty of
any kind as to any results obtained from use of the data.
About MoPub
MoPub, a Twitter company, is the trusted, mobile-first monetization
platform that powers a high-growth revenue strategy for mobile app
publishers. MoPub’s platform ensures publishers earn more revenue by
combining powerful ad serving, flexible network mediation controls, rich
ad formats, and access to the one of the largest sources of advertiser
demand, MoPub Marketplace. MoPub Marketplace provides mobile
publishers with unparalleled programmatic revenue and highly relevant
ads by enabling buyers such as demand side platforms to reach a high
quality audience on mobile apps through a powerful interface, strict
supply quality measures, and a transparent bidding experience. MoPub’s
world-class service and years of proven expertise benefit both
publishers and DSPs with insights to grow their businesses and adapt to
their changing needs.
THIS IS A SUMMARY OF HOW MOPUB PUBLISHERS WORK WITH AD NETWORKS. FOR OPTIMAL RESULTS,
CONSULT YOUR MOPUB TEAM FOR TAILORED RECOMMENDATIONS AROUND INTEGRATION AND REVENUE.
Although working with only large networks may
seem sufficient for monetization, considering
networks based on factors specific to a
publisher’s user base and inventory tends to
yield better results.
of all ad network
impressions in Q4 2015
came from AdMob,
Millennial, and Facebook
Audience Network (FAN)
1 2 3 4 5 6+
0
#ofpublishers
53%of managed publishers work
with 2-5 networks.
Working with the right number of ad
networks can help balance revenue goals
with resource management. 47%
*based on recent data
1. How are publishers working with ad networks?
2. How can publishers know if an ad network is effective?
Appnext
FAN
TapSense
Yahoo
EUROPE
54%
A monetization strategy that employs high demand for the right ad formats helps lead to more revenue.
Different ad networks delivered this demand across ad formats.
SHARE OF IMPRESSION VOLUME FROM THE TOP 3 REGIONAL AD NETWORKS IN Q4 2015
In addition to the large ad networks that appear across app categories, ad networks like Chartboost,
StartApp, and FAN are also popular for some verticals.
*region: manually aggregated by MoPub based on
data from the MoPub platform and includes top
countries only by impression volume
AdMob
Chartboost
iAd
Millennial
AdMob
Chartboost
FAN
Millennial
AdMob
FAN
Millennial
TapSense
NORTH
AMERICA
41%
SOUTH
AMERICA
59%
AdMob
FAN
iAd
Millennial
AdMob
iAd
Millennial
StartApp
AD NETWORKS THAT DROVE HIGH IMPRESSION VOLUMES BY AD FORMAT IN Q4 2015
Appsfire
FAN
mobileCore
Yahoo
AdMob
Conversant
FAN
Millennial
AdMob
Conversant
iAd
Millennial
U.S.
While large players are still present across formats, some specialized ad
networks appear for specific formats by region.
Appnext
FAN
TapSense
Yahoo
AdMob
Chartboost
FAN
Millennial
AdMob
FAN
Millennial
TapSense
EUROPE
GAMING MUSIC + ENTERTAINMENT SOCIAL
MIDDLE
EAST
72%
MOST POPULAR AD NETWORKS BY APPS ACROSS VERTICALS IN Q4 2015
AD NETWORKS THAT DROVE HIGH IMPRESSION VOLUMES BY AD FORMAT AND SPECIFIC REGION IN Q4 2015
The top three ad networks in each region account for various shares of total impression volume and
display a wide range of concentration globally.
NATIVE
FULLSCREEN
INTERSTITIALS
(STATIC + VIDEO)BANNERS
NATIVE
FULLSCREEN
INTERSTITIALS
(STATIC + VIDEO)BANNERS
NATIVE
FULLSCREEN
INTERSTITIALS
(STATIC + VIDEO)BANNERS
Quality
Since advertisers invest more in high performance media, high CTRs typically translate to more revenue.
3. How can publishers maximize ad network performance?
NATIVE
FULLSCREEN
INTERSTITIALS
(STATIC + VIDEO)
BANNERS
THE RANGES OF CTRS THAT WE SAW FROM PUBLISHERS IN Q4 2015 VARIED BY AD FORMAT
High
>0.85%
>5.40%
>2.35%
Neutral
0.15% - 0.85%
0.50% - 5.40%
0.50% - 2.35%
Low
<0.15%
<0.50%
<0.50%
Note: The following ad networks are listed alphabetically.
ASIA
59%
# of ad networks