Top 5 pitfalls of mobile traffic
monetization
/Don’t get trapped!/
Kirill Tyufanov
App Monetization Expert
Basics
AD NETWORK
CPM
CPC
CPI
$
5 pitfalls of mobile traffic monetization
You get wrong
(or fake) data
1
Your ad network
doesn’t work
worldwide
2
3
Ad net...
You get very limited reportsCase 1
# of impressions - How much they buy?Example 1
Example 2
1M imp. = $100
1M requests / 1...
Twofold data interpretationCase 1
You get wrong (or fake) data
Example 1 Example 2 Example 3
100% FR = 200K impression/200...
Twofold data interpretationCase 1
You get wrong (or fake) data
Example 1 Example 2 Example 3
Effective impressions
2mm imp...
Twofold data interpretationCase 1
You get wrong (or fake) data
Example 1 Example 2 Example 3
Effective clicks
100 clicks
O...
Your ad network doesn’t work worldwide
Your ad network doesn’t work worldwide
Your ad network doesn’t work worldwide
Your ad network doesn’t work worldwide
Countries Metric ∑
India eCPM 0.42$
Indonesia eCPM 0.18$
United States eCPM 0.84$
R...
You don’t get highest CPM and Fill Rate
NETWORK 1 NETWORK 2 NETWORK 3 NETWORK 4
COUNTRY ECPM FILL RATE ECPM FILL RATE CPM ...
You don’t get highest CPM and Fill Rate
NETWORK 1 NETWORK 2 NETWORK 3 NETWORK 4
COUNTRY ECPM FILL RATE ECPM FILL RATE CPM ...
Dependency
on current
advertiser
budgets
Ad Network decreasing effect
Dependency
on current ads
conversion
CPA campaigns
w...
SDK Integration
Ad monetization strategy
Keep it in mind while building your app: Right place and (enough) time
SDK Integration
Ad monetization strategy
Keep it in mind while building your app: Right place and (enough) time
Don’t push...
SDK Integration
Ad monetization strategy
Keep it in mind while building your app: Right place and (enough) time
SDK Integration
Ad monetization strategy
SDK integration – mot just a an hour
Several SDK –
technical conflicts
1
Endless ...
Earn more with MoneyTapp
True data – Real metrics1
Maximum fill rate
High traffic demand even in Asia and Africa
2
3
Monet...
Kirill Tyufanov, MoneyTapp
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Kirill Tyufanov, MoneyTapp

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Top 5 Pitfalls of Mobile Traffic Monetization. Don’t Get Trapped! -- Kirill Tyufanov, CEO at MoneyTapp (The White Nights: Mobile Games Conference 2014 http://www.wnconf.com)

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Kirill Tyufanov, MoneyTapp

  1. 1. Top 5 pitfalls of mobile traffic monetization /Don’t get trapped!/ Kirill Tyufanov App Monetization Expert
  2. 2. Basics AD NETWORK CPM CPC CPI $
  3. 3. 5 pitfalls of mobile traffic monetization You get wrong (or fake) data 1 Your ad network doesn’t work worldwide 2 3 Ad network decreasing effect 4 SDK integration – not “just a moment” 5 You don’t get the highest CPM and Fill Rate
  4. 4. You get very limited reportsCase 1 # of impressions - How much they buy?Example 1 Example 2 1M imp. = $100 1M requests / 1M impressions = 100% FR You get wrong (or fake) data Ad Network doesn’t show you: # of requests - What is FillRate (= network efficiency)? 2M impressions = $100Or 2M requests / 1M impressions = 50% FROr
  5. 5. Twofold data interpretationCase 1 You get wrong (or fake) data Example 1 Example 2 Example 3 100% FR = 200K impression/200K requests Effective requests Network will only count request it likes: 1. 2. 3. Fill Rate 100% 50% From shortlisted countries From expensive devices From users they know…
  6. 6. Twofold data interpretationCase 1 You get wrong (or fake) data Example 1 Example 2 Example 3 Effective impressions 2mm impression = $1000 Or $0,5 CPM $1 CPM1mm impressions = $1000
  7. 7. Twofold data interpretationCase 1 You get wrong (or fake) data Example 1 Example 2 Example 3 Effective clicks 100 clicks Or $0.1 CPC $1 CPM$0.2 CPC50 clicks
  8. 8. Your ad network doesn’t work worldwide
  9. 9. Your ad network doesn’t work worldwide
  10. 10. Your ad network doesn’t work worldwide
  11. 11. Your ad network doesn’t work worldwide Countries Metric ∑ India eCPM 0.42$ Indonesia eCPM 0.18$ United States eCPM 0.84$ Russian Federation eCPM 0.65$ Brazil eCPM 0.55$ Thailand eCPM 0.22$ Malaysia eCPM 0.93$ Spain eCPM 0.79$ Australia eCPM 1.07$ Austria eCPM 1.87$
  12. 12. You don’t get highest CPM and Fill Rate NETWORK 1 NETWORK 2 NETWORK 3 NETWORK 4 COUNTRY ECPM FILL RATE ECPM FILL RATE CPM FILL % CPM FILL % Australia $ 0,37 95% $ 0,62 29% $ 0,13 54% $ 0,07 59% Brazil $ 0,06 65% $ 0,51 2% $ 0,12 75% $ 0,10 83% Canada $ 0,10 90% $ 0,56 38% $ 0,00 99% $ 0,07 39% Indonesia $ 0,10 79% $ 0,51 9% $ 0,07 23% $ 0,08 72% Mexico $ 0,17 48% $ 0,54 11% $ 0,08 7% $ 0,07 53% Russian Federation $ 0,06 75% $ 0,51 4% $ 0,06 28% $ - 0% United Kingdom $ 0,18 84% $ 0,53 18% $ 0,10 100% $ 0,36 82% USA $ 0,21 83% $ 0,74 54% $ 0,26 100% $ 0,32 77% $ 10,05 $ 10,17 $ 5,70 $ 7,88
  13. 13. You don’t get highest CPM and Fill Rate NETWORK 1 NETWORK 2 NETWORK 3 NETWORK 4 COUNTRY ECPM FILL RATE ECPM FILL RATE CPM FILL % CPM FILL % Australia $ 0,37 95% $ 0,62 29% $ 0,13 54% $ 0,07 59% Brazil $ 0,06 65% $ 0,51 2% $ 0,12 75% $ 0,10 83% Canada $ 0,10 90% $ 0,56 38% $ 0,00 99% $ 0,07 39% Indonesia $ 0,10 79% $ 0,51 9% $ 0,07 23% $ 0,08 72% Mexico $ 0,17 48% $ 0,54 11% $ 0,08 7% $ 0,07 53% Russian Federation $ 0,06 75% $ 0,51 4% $ 0,06 28% $ - 0% United Kingdom $ 0,18 84% $ 0,53 18% $ 0,10 100% $ 0,36 82% USA $ 0,21 83% $ 0,74 54% $ 0,26 100% $ 0,32 77% $ 19,30
  14. 14. Dependency on current advertiser budgets Ad Network decreasing effect Dependency on current ads conversion CPA campaigns work out the audience Users are getting tired of long ad campaigns
  15. 15. SDK Integration Ad monetization strategy Keep it in mind while building your app: Right place and (enough) time
  16. 16. SDK Integration Ad monetization strategy Keep it in mind while building your app: Right place and (enough) time Don’t push ads at the fist run 1 Realize when user can actually click 2 3 Don’t overlay active UI parts 4 Respect user experience and do not go too hard 5 Give user enough time to view an ad
  17. 17. SDK Integration Ad monetization strategy Keep it in mind while building your app: Right place and (enough) time
  18. 18. SDK Integration Ad monetization strategy SDK integration – mot just a an hour Several SDK – technical conflicts 1 Endless updates2 3 All use different methods
  19. 19. Earn more with MoneyTapp True data – Real metrics1 Maximum fill rate High traffic demand even in Asia and Africa 2 3 Monetization automation Selecting the best buyer in every of 192 countries 4 1 Desk to many network demand 5 Stably high income Automatic partner substitution in case of decreasing rate of return

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