Ad networks mediation is an ad-tracking platform that is integrated with multiple ad networks. It can facilitate ad networks management and ads optimization. By employing it, you can add unlimited ad networks and efficiently manage them to enrich the content and form of mobile advertising and optimize the fill rate and eCPM.

1. Ad Network Mediation Guideline
Boost monetization
for app developers
Increase fill rate
and eCPM
Ad network
management and
ad optimization

2. Content
I. Overview
II. What is mediation?
III. How many mediators are there?
IV. How does mediation work?
V. What can expect from mediation?

3. I. Overview
• With the development of mobile internet, Mobile media and mobile
advertising are evolving rapidly. Historically, ad serving has only applied to
web pages. But now, ad serving can place advertisements on both
Ad serving websites and mobile apps.
• As we all know, advertising is the only way for an app developer to
monetize, especially for free apps. But apps are numerous, varied, and
App can be hard to distinguish from each other at first glance.
booming
• With the proliferation of hundreds of thousands of mobile apps, how can
app developers ensure their apps don’t get lost in the crowd? How can
they market their complete new mobile apps and make money? To meet
Mediation these market requirements, mediation platforms emerge.

4. The guideline is intended to
introduce mediation, its
working mechanism and
current state to help more
developers to get familiar
with it and know how to use
it to boost user engagement
and monetization.

5. The guideline is, in particular, applicable to the
following readers:
 An indie, who just produced a  You, managing multiple apps with
complete mobile app, desires to several ad networks, want to
market it and make money, but develop a holistic marketing
has no idea how to get started. strategy to distribute the traffic,
 An app team/company hoping to leverage the traffic with cross-
market your apps to explore your promotion, and increase the
audience and drive more numbers of each app's MAU.
downloads. But large amounts of  You, using a single ad network to
app advertising platforms with monetize your apps, want to know
various tools are hard and time- how to optimize its settings, such
consuming for you to choose. as name, banner color, text, and
 You, playing app advertising so on, to get the highest eCPM
games with some big ad and CTR.
networks, invested a lot, but
overall results are disappointing:
bad fill rates, low eCPM and CTR.

6. II. What is Mediation?
 Mediation, commonly referred to
as “ad network mediation”, is
basically an ad-tracking platform
that is integrated with multiple ad
networks at the API level.
 It can facilitate ad networks
management and ads
optimization. By employing it, you
can add unlimited ad networks
and efficiently manage them to
enrich the content and form of
mobile advertising and optimize
the fill rate and eCPM.
 Ad monetization is measured in
clicks and impressions - the more
you can deliver the more
meaningful your monetization will
be. With mediation
tool, monetization will become
easier than before.

7. III. How many mediators are there?
 Mediators refer to companies delivering an integrated portfolio of ad
networks which can be optimized based on performance.
 They earn revenue from publishers for providing integration and
optimization management services, and in turn provide free
mediation services for app developers.
 These include
Adwhirl, AdexLink, Mobclix, AdMarvel, Mopub, Nexage, Burstly and
so on. Mediation is all about ad provider (ad network) scale. The
more providers the more value the mediation service can bring to
the market.

8.  Some mediators tout their algorithms to automatically switch allocations for
best revenue. They are essentially a black box making all the decisions and
sending you a check at the end of the month. Since you are turning over
monetization control to the mediator, trust is an important factor. Algorithmic
optimization requires good end to end reporting data, and mobile ad metrics
and reporting today is highly variable across mediators. You will want to
make sure you get revenue breakouts by network so you can keep the
mediator honest.
 Other mediators will give you the tools to go in and set allocations yourself.
This means you need to track your data and make decisions. It is more
work, but you are the one most interested in optimizing revenue for your
traffic. It also helps to build relationships with the networks.
 At present, mediator is pioneered by the folks at AdWhirl and
AdexLink. And the most majority of mediators are free for app
developers to join.

10. IV. How does mediation work?
 Detailed mediation steps may vary according to different mediators, but the basic
procedures are roughly the same (Mediation Instruction Manual is available at each
mediator’ website).
 You need to register all the ad networks of your choice as a developer first, download
their SDKs and complete app setting.
 There are many ad networks in the market for you to choose, such as
AdMob, AdSense, iAds, Millenial, Jumptap, BrightRoll, InMobi, JumpTap, MobFox, vd
opis and Tapjoy.
 Next step, you need to set up all ad networks of your choice and adjust their
allocation percentages of traffic and backfill priorities at a mediation platform, such as
Adwhirl and AdexLink.

11.  Then the mediation platform will monitor all ad networks and request ad
from a higher priority network. If ad request comes back unfilled, the
system will roll over to your backfill settings and continue down to a lower
priority network and so on.
 All networks you set up will run automatically and get reports
later, through which you can determine the most profitable traffic portfolio
and find out the best fit ad network.
 At some mediation platform, it even can do test for you to get the highest
performing ad settings.
 Mediation platform manages everything for you – bringing the best ads to
one platform and handling all the details so you can stay focused on
building great apps.

12. V. What can expect from mediation?
1. Add networks without updating your app.
2. Your ads are a perfect fit with your content and your users.
3. Your fill rates can be increased from 50% or less to nearly
100% immediately!
4. Your eCPM will be improved 10 times better.
5. Free to drive a massive amount of installs.
6. Your traffic will be accelerated along with fast growing
installs.
7. Earn maximum revenue for every impression.

13.  You can add unlimited number of ad networks, and efficiently manage them
to explore more audiences.
 Mediation platforms can help you stop worrying about the traffic distribution
of ad networks and figure out how to allocate the traffic to get the highest
eCPM.
 You can easily and conveniently adjust the traffic distribution and do the
testing immediately to see the real-time reports.

14.  Mediation platform can also help you
to increase your fill rate to nearly
100%. Current research on ad
networks shows that most of ad
networks have very low fill
rates, rather than what they have
claimed. Mediation technology can
assist you by automatic detection
and requesting another ad based on
the priority you set up.
 One point lots of developers may not
know: at some mediation
platform, such as AdexLink, it can
even allow you to do testing (see the
right picture) to optimize ad settings:
name, gender, age, text, color, and
so on. It is a great method for the
app developers to determine which
combination of ad settings can
increase CTR.

15. That's it! We hope our instructions
can help you.