Programmatic Ad Mediation: Latest Trend in App Monetization

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Pavel Golubev

Pavel Golubev presented Programmatic Ad Mediation at White nights Conference in Moscow 2015 http://www.appodeal.com/

Technology

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

MLG Bird 420
Create unique & engaging apps.
Let us take care of monetization.

Daily active users:
4,000,000
Annual gross:
over $17,000,000

Appodeal: In-house solution
• Automated
Inventory management
• Revenue growth

Appodeal Today
• 40+ employees
• 20 genius engineers
• $3.1M investments
• 3500+ active apps
• $1M monthly gross
• 1B impressions a month
San Francisco
Boston
Moscow
Barcelona
Saint-Petersburg
Lvov

1. What is Programmatic Mediation?
2. How can I benefit from it?
3. What risks will occur?

Ad Monetization Evolution
1. Traditional Ad Networks
Don’t care about your revenue.

Ad Monetization Evolution
1. Traditional Ad Networks
Don’t care about your revenue.
2. Traditional Mediation
Better revenue, but hard to manage.

Ad Monetization Evolution
1. Traditional Ad Networks
Don’t care about your revenue.
2. Traditional Mediation
Better revenue, but hard to manage.
3. Programmatic Mediation
Maximum revenue, effortless.

Programmatic Mediation
1. Self-sufficient monetization solution

Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls

$2
$3
Typical Waterfall
highest bid is $3 1.
2.

Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization

Static Prioritization
UnityAds
AppLovin
AdColony
Vungle

Dynamic Prioritization
UnityAds
AppLovin
AdColony
Vungle
AppLovin
Vungle
UnityAds
AdColony
Vungle
AppLovin
UnityAds
AdColony Chartboost
AppLovin
Vungle
AdColony
AdColony
Vungle
AppLovin
UnityAds

Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization
4. Negotiate before selling

$1
Traditional Mediation: No Negotiation
highest bid is $3

$1
Traditional Mediation: No Negotiation
highest bid is $3okay

$1
Programmatic Mediation: Negotiation
highest bid is $3

$1
Programmatic Mediation: Negotiation
highest bid is $3
$2?

$2
Programmatic Mediation: Negotiation
highest bid is $3
$2
okay

$2
Traditional Mediation: selling in bulk
highest bid is $3
Ad networks pay per 1,000 impressions
All App Impressions
$1
$3

Programmatic mediation: each impression
highest bid is $3
Each impression has different price
$1..3
$2..7
$0..4
All App Impressions

Piano Tiles - Google Play
0
35
70
105
140
175
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Impressions, M Revenue, $K
Before: traditional mediation
After: programmatic mediation

MLG Bird 420 — App Store
0
3500
7000
10500
14000
17500
Jul Aug Sep
Impressions, K Revenue, $
Before: Chartboost
After: programmatic mediation

Mad Dex - Google Play
0
0.25
0.5
0.75
1
April May Jun Jul Aug Sep
eCPM, $
Before: Admob
After: $1000/day with programmatic mediation

Risks
highest bid is $3
• Is SDK stable?
• Quality of ads
• Negative reviews
• What if revenue does not improve?

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Programmatic Ad Mediation: Latest Trend in App Monetization

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

2. MLG Bird 420 Create unique & engaging apps. Let us take care of monetization.

3. Daily active users: 4,000,000 Annual gross: over $17,000,000

4. Appodeal: In-house solution • Automated Inventory management • Revenue growth

5. Appodeal Today • 40+ employees • 20 genius engineers • $3.1M investments • 3500+ active apps • $1M monthly gross • 1B impressions a month San Francisco Boston Moscow Barcelona Saint-Petersburg Lvov

6. 1. What is Programmatic Mediation? 2. How can I benefit from it? 3. What risks will occur?

7. Ad Monetization Evolution 1. Traditional Ad Networks Don’t care about your revenue.

8. Ad Monetization Evolution 1. Traditional Ad Networks Don’t care about your revenue. 2. Traditional Mediation Better revenue, but hard to manage.

9. Ad Monetization Evolution 1. Traditional Ad Networks Don’t care about your revenue. 2. Traditional Mediation Better revenue, but hard to manage. 3. Programmatic Mediation Maximum revenue, effortless.

10. Programmatic Mediation 1. Self-sufficient monetization solution

11. Programmatic Mediation 1. Self-sufficient monetization solution 2. Auctions, not waterfalls

12. $2 $3 Typical Waterfall highest bid is $3 1. 2.

13. $2 $3 Typical Auction 1. 2. $4

14. Programmatic Mediation 1. Self-sufficient monetization solution 2. Auctions, not waterfalls 3. Dynamic prioritization

15. Static Prioritization UnityAds AppLovin AdColony Vungle

16. Dynamic Prioritization UnityAds AppLovin AdColony Vungle AppLovin Vungle UnityAds AdColony Vungle AppLovin UnityAds AdColony Chartboost AppLovin Vungle AdColony AdColony Vungle AppLovin UnityAds

17. Programmatic Mediation 1. Self-sufficient monetization solution 2. Auctions, not waterfalls 3. Dynamic prioritization 4. Negotiate before selling

18. $1 Traditional Mediation: No Negotiation highest bid is $3

19. $1 Traditional Mediation: No Negotiation highest bid is $3okay

20. $1 Programmatic Mediation: Negotiation highest bid is $3

21. $1 Programmatic Mediation: Negotiation highest bid is $3 $2?

22. $2 Programmatic Mediation: Negotiation highest bid is $3 $2 okay

23. Programmatic Mediation 1. Self-sufficient monetization solution 2. Auctions, not waterfalls 3. Dynamic prioritization 4. Negotiate before selling 5. Each impression is treated individually

24. $2 Traditional Mediation: selling in bulk highest bid is $3 Ad networks pay per 1,000 impressions All App Impressions $1 $3

25. Programmatic mediation: each impression highest bid is $3 Each impression has different price $1..3 $2..7 $0..4 All App Impressions

26. Programmatic Mediation 1. Self-sufficient monetization solution 2. Auctions, not waterfalls 3. Dynamic prioritization 4. Negotiate before selling 5. Each impression is treated individually

27. Use case #1

28. Piano Tiles - Google Play 0 35 70 105 140 175 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Impressions, M Revenue, $K Before: traditional mediation After: programmatic mediation

29. Use case #2

30. MLG Bird 420 — App Store 0 3500 7000 10500 14000 17500 Jul Aug Sep Impressions, K Revenue, $ Before: Chartboost After: programmatic mediation

31. Use case #3

32. Mad Dex - Google Play 0 0.25 0.5 0.75 1 April May Jun Jul Aug Sep eCPM, $ Before: Admob After: $1000/day with programmatic mediation

33.

34. Risks highest bid is $3 • Is SDK stable? • Quality of ads • Negative reviews • What if revenue does not improve?

35. All risks on us.

36. www.appodeal.com Sign up: