The document discusses various techniques for maximizing revenue from mobile app advertising, including using decoy bids to get higher prices from advertisers, pacing auctions to utilize daily budgets, and collecting first-party user data to sell directly to brands. It then promotes a monetization platform called Appodeal that automates many of these processes and forces ad networks to compete for the best rates.

1. Monetization: How To
Squeeze Higher Payouts
From Ad Networks

2. $10
$2
Advertisers place bids:

3. $10
$2
Higher bid wins:

4. $10
$2
?
How much winner pays?

5. $10
$2
$2.01
Surprise! Surprise!

6. $10
$2
$2.01
Surprise! Surprise!
Unfair! But this is
real life, folks.

7. $10
$2
How to mitigate?

8. $10
$2
Decoy:
$9

9. $10
$2
$9.01 $9
Advertisers are charged almost
as much as they bid:
$2.01

10. • Published over 3000 apps on
Google Play & App Store since 2011

11. • Published over 3000 apps on
Google Play & App Store since 2011
• 4.5M daily active users (DAU)

12. • Published over 3000 apps on
Google Play & App Store since 2011
• 4.5M daily active users (DAU)
• Focus on ads monetization

13. • Published over 3000 apps on
Google Play & App Store since 2011
• 4.5M daily active users (DAU)
• Focus on ads monetization
• Started Appodeal as in-house solution

15. 0
35
70
105
140
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
Impressions, M Earnings, $K

17. 3.7
3.825
3.95
4.075
4.2
Jan Feb Mar Apr May Jun
eCPM, Earnings per 1000 impressions

18. $10
$2
$9.01 $9
How to decoy?
$2.01

19. $10
$2
$9.01 $9
Appodeal is a decoy.
$2.01

20. What else can be done
to pull higher numbers?

21. Pacing
Advertisers limit daily budgets.

22. Pacing
Advertisers limit daily budgets.
Mobile apps don’t play same
rules as web.

23. Pacing
Advertisers limit daily budgets.
Mobile apps don’t play same
rules as web.
Host as many auctions as you can!

24. Who wants to get
better bids from brands?

25. Anyone cares
collecting user data?
Age, gender, interests?

26. Selling to brands
1) DMP does not work

27. 1) DMP does not work
2) First hands data is valuable
Selling to brands

28. 1) DMP does not work
2) First hands data is valuable
3) Brands are looking for user segments, not app installs
Selling to brands

29. 2 simple methods
to collect user data
Selling to brands

30. 2 simple methods to collect user data
1) Social networks
Selling to brands

31. 1) Social networks
2) Rewarded surveys
2 simple methods to collect user data
Selling to brands

32. Forces ad networks to compete against each
other to buy traffic from you.

33. динамическая медиация: максимальный
fillrate, максимальный eCPM, максимальный
- forces ad networks to compete against each
other to buy traffic from you
Dynamic traffic distribution: max fillrate,
max eCPM, max earnings.

34. не нужно создавать и настраивать аккаунты
в рекламных сетях
- dynamic traffic distribution: max fillrate,
max eCPM, max earnings
- forces ad networks to compete against each
other to buy traffic from you
No need to sign up on each ad network or
configure accounts.

35. - no need to sign up on each ad network or
configure accounts
- dynamic traffic distribution: max fillrate,
max eCPM, max earnings
- forces ad networks to compete against each
other to buy traffic from you
Universal mega SDK includes all major ad
networks.

36. - universal mega SDK includes all major ad
networks
- no need to sign up on each ad network or
configure accounts
- dynamic traffic distribution: max fillrate,
max eCPM, max earnings
- forces ad networks to compete against each
other to buy traffic from you
Automated ad network reports import and
profitability analysis based on country,
application and device attributes.

37. - automated ad network reports import and profitability analysis based on
country, application and device attributes
- universal mega SDK includes all major ad networks
- no need to sign up on each ad network or configure accounts
- dynamic traffic distribution: max fillrate, max eCPM, max earnings
- forces ad networks to compete against each other to buy traffic from you
Automated blacklisting.

38. - automated blacklisting
- automated ad network reports import and profitability analysis based on
country, application and device attributes
- universal mega SDK includes all major ad networks
- no need to sign up on each ad network or configure accounts
- dynamic traffic distribution: max fillrate, max eCPM, max earnings
- forces ad networks to compete against each other to buy traffic from you
Seamless access to RTB exchanges and CPM
campaigns.

39. - seamless access to RTB exchanges and CPM campaigns
- automated blacklisting
- automated ad network reports import and profitability analysis based on
country, application and device attributes
- universal mega SDK includes all major ad networks
- no need to sign up on each ad network or configure accounts
- dynamic traffic distribution: max fillrate, max eCPM, max earnings
- forces ad networks to compete against each other to buy traffic from you
Choosing between CPI, CPC and CPM based on
user behavior.

40. - choosing between CPI, CPC and CPM based on user behavior
- seamless access to RTB exchanges and CPM campaigns
- automated blacklisting
- automated ad network reports import and profitability analysis based on country,
application and device attributes
- universal mega SDK includes all major ad networks
- no need to sign up on each ad network or configure accounts
- dynamic traffic distribution: max fillrate, max eCPM, max earnings
- forces ad networks to compete against each other to buy traffic from you
Immediate payouts (forget “net30” BS).

41. - immediate payouts (forget net30)
- choosing between CPI, CPC and CPM based on user behavior
- seamless access to RTB exchanges and CPM campaigns
- automated blacklisting
- automated ad network reports import and profitability analysis based on country,
application and device attributes
- universal mega SDK includes all major ad networks
- no need to sign up on each ad network or configure accounts
- dynamic traffic distribution: max fillrate, max eCPM, max earnings
- forces ad networks to compete against each other to buy traffic from you
Removes seconds price auction effect.

42. - removes seconds price auction effect
- immediate payouts (forget net30)
- choosing between CPI, CPC and CPM based on user behavior
- seamless access to RTB exchanges and CPM campaigns
- automated blacklisting
- automated ad network reports import and profitability analysis based on country,
application and device attributes
- universal mega SDK includes all major ad networks
- no need to sign up on each ad network or configure accounts
- dynamic traffic distribution: max fillrate, max eCPM, max earnings
- forces ad networks to compete against each other to buy traffic from you
Access to brands (up to $150 eCPM).

43. - access to brands (up to $150 eCPM)
- removes seconds price auction effect
- immediate payouts (forget net30)
- choosing between CPI, CPC and CPM based on user behavior
- seamless access to RTB exchanges and CPM campaigns
- automated blacklisting
- automated ad network reports import and profitability analysis based on country,
application and device attributes
- universal mega SDK includes all major ad networks
- no need to sign up on each ad network or configure accounts
- dynamic traffic distribution: max fillrate, max eCPM, max earnings
- forces ad networks to compete against each other to buy traffic from you
Monetize right: