This document discusses strategies for mobile monetization. It argues that a blended exchange that optimizes across ad networks and programmatic demand can maximize revenue for publishers. This involves abstracting the SDK/tag to access different demand sources and using an optimizer to select the highest value ad. It also recommends supporting both custom high-value native ads and generic high-volume native ads. A key is choosing a platform partner that allows scaling for both and incorporates data and segmentation into monetization. The partner should provide analytics and tools to enable effective decision making.