If you’re still monetizing your app through just one ad network, like AdMob or Unity Ads, you’re probably wasting money. Let’s break down how ad mediation works differently on programmatic platforms and why it generally performs better.
traditional advertising network
When you use a single network, it decides which ads to show based on its own advertisers and algorithms. You get what they give you – no competition, no bidding wars. The result? You may receive a lower eCPM and may not be able to fill all of your inventory.
For example, if ad network A offers an eCPM of $1.50, you accept it. But what if someone is willing to pay $2 for the same spot? you will never know.
Advertising intermediary platform
Intermediary platforms such as Chinese Academy of Sciences Artificial Intelligence, appealor iron source Connect your application to Multiple ad networks Optimize ad delivery now to maximize revenue. There are two main ways they operate:
1.waterfall model
The waterfall model typically prioritizes your ad requests to the network based on historical effective cost-per-thousand impressions (eCPM) performance. If the first network cannot fill the ads, it moves to the next network, and so on.
- beneficial to: Simple and stable fill rate.
- shortcoming: Since there’s no real-time bidding, you won’t always get the highest-paying ads.
2.real-time bidding
RTB works like an auction. Multiple ad networks and demand-side platforms (DSPs) bid for your ad space in real time, and the highest bidder wins.
- beneficial to: Maximize eCPM and revenue as networks compete for your ad inventory.
- shortcoming: Without automation, setup can be more complicated.
Hybrid solution
Many modern platforms (such as CAS.AI) use mixed methods. They combine RTB with waterfall backup. So the auction goes first and if no one bids, the request goes back to the waterfall to ensure your inventory doesn’t fill up. It’s the best of both worlds – higher revenue and better fill rates.
Why programmatic mediation is winning
Here are the reasons why mediation is better than a single ad network:
- There will be competition between networks, which will increase your effective cost-per-thousand impressions (eCPM).
- Fill rates increase because multiple networks are competing for your inventory.
- You can A/B test different ad formats and networks to see which ones work best for your audience.
- Platforms like CAS.AI can automate much of the work, so you don’t need to spend hours managing ad placements.
final thoughts
Sticking to one ad network will limit your earning potential. Intermediary platforms like CAS.AI, ironSource, and Appodeal allow you to reach multiple networks, optimize delivery, and unlock higher revenue. If you’re still on the fence, try A/B testing mediation on your current settings and see the difference.