Choosing the Right Mobile Ad Mediation Platform
AerServ is a free mobile SSP and monetization platform that empowers mobile publishers with a superior technology platform, supercharges their ad revenue through mobile video, and supports them with unrivaled customer service for a triple-win. AerServ works in alignment with thousands of apps, from premium publishers to independent developers, to optimize their existing ad network revenue through mediation, and tap into aerMarket’s demand inventory to supercharge their earnings.
With all the mediation platforms in the market, how do you pick the right one for your monetization needs? It’s crucial to evaluate all your options in order to generate the most bang for your buck.
Let’s start with the basics – why use a mediation platform? Many publishers want to serve ads from their existing ad network relationships, but also want access to additional advertising opportunities. A mediation platform allows publishers to set up direct connections with as many ad networks as they’d like using a single interface. From this “command central,” they can connect, manage, optimize, and report each ad network in their monetization stack. Using a mediation platform can help boost revenue by forcing ad networks to compete for your inventory, and optimizing inventory allocation intelligently based on the inbound ad request. In order to choose the right mediation platform for you, consider the following factors:
- Cost of the platform
- Integration types
- Stability of the product
- Number of supported ad sources
- Types of ad units offered
- Quality of customer support
- Mediation marketplace
- User interface
- Publisher approval process
- Platform features
Aerserv ad mediation solution
How expensive is the platform? Is there a setup cost, a monthly minimum fee, or an ad-serving fee? Many mediation platforms are free, but a few charge a pretty penny to use their service. Make sure you understand completely what the charges are before signing a contract.
What integration options are available? Can you use an API to integrate or is SDK integration required? An alternate method should be provided to utilize the platform, so that you have as much flexibility as possible in using their platform.
Stability of the product
Make sure the product is stable, used at scale, and doesn’t have a history of outages. Typically, the longer a company has been around, the more stable their products will be. However, this is not always the case. Ask around to see who’s used their platform to get a true indication of their stability.
Number of supported ad networks
Many mediation platforms provide existing connections to select advertisers where you only have to enter your credentials to start running their ads. Questions to ask: Do they offer the ad networks you need to integrate? How often do they add new networks? A large number of supported ad sources is a good sign and can make it easier for you to get started using their platform.
Types of ad units offered
What ad units do you want to integrate and do they support all the different types – banner, interstitial, video, MRAID or VPAID? Some platforms only support video or banner, so make sure the platform supports all of the different ad formats you want to run. As an added bonus, see if they offer the ability to fail over between different ad unit types. For example, if a video does not fill, can they fail over to display an interstitial?
Quality of customer support
Can you quickly get in touch with someone to answer your questions or is it difficult to reach a live human? Most publishers will have questions when integrating a mediation platform, so it’s important to be able to easily get in touch with someone. Also, check to see what documentation and online resources they offer to help get your questions offered outside of normal business hours.
Many mediation platforms have their own marketplace, which competes with the ad sources you’ve integrated. They may compete against each other or the marketplace may only be used if your ad sources do not fill. Regardless of how the marketplace functions in relation to your ad sources, it is important to know how well the marketplace fills and what the average CPMs are.
Is the user interface (UI) easy to navigate and find what you are looking for? Some publishers make their decision based solely on the UI, so you want to ensure it is intuitive and you can find the information you need. Does it look like it is maintained and consistently updated, or does it look like it was created years ago and rarely updated?
Publisher approval process
Some mediation platforms only accept publishers with a certain level of traffic and are not available to all properties. Before you get too far down the rabbit hole evaluating a platform, make sure your site or app meets any requirements they have to use their service.
Can the platform automatically optimize your ad sources so the best performing ones always get first shot at an ad opportunity? This feature can save you a lot of time because you’ll no longer have to manually optimize the order of your ad sources. It can also result in higher fill rates and CPMs.
How often is the reporting updated, i.e. once every hour, once every day? Can you retrieve the reports yourself from a UI or do the reports have to be emailed to you? Having access to reporting as soon as possible is critical to identifying problems so you don’t lose out on revenue opportunities. If they have a self-serve reporting interface, make sure it’s easy to use and does not restrict you to just canned reports they have created.
Do they offer the ability to track what a user does after they click on an ad? This isn’t applicable to all publishers, but can be helpful if you are running lots of performance-based ads.
Support for virtual currency/rewarded ads
Some publishers offer their users virtual currency or rewards based on if they watch ads to completion. If your site or app functions in this way, you will want to ensure that the platform supports it and offers all of the features you need to properly track and reward your users.
Brand-based vs performance-based ads
The type of ad you choose can directly impact your performance. Most performance-based ads are CPI- or CPA-based, so your revenue is directly dependent upon your users performing some action (installing an app for example). If your user base performs well with performance based-ads, your revenue can be very high. On the other hand, if your user base does not perform well, then your revenue may be little to none. Brand-based ads may have a lower CPM, but are paid on the user viewing the ad and are often perceived to be higher quality. A mixture of the two types of ads is typically a better strategy than only showing performance-based ads.
Trafficking house ads
Can you traffic your own house ads within your waterfall? You may want to have one of your house ads display if all other ad sources fail to fill. This provides a much nicer user experience and allows publishers to also market additional products or services they provide.
Private marketplace functionality
A private marketplace allows a publisher to choose which advertisers can bid on their inventory. This allows a publisher to ensure the quality of ads running on their properties and can also result in higher CPMs though that is not always the case. This is a nice feature to have available, but it may not be something every publisher needs.
While there are many features and benefits offered by mediation platforms, focus on the ones that are truly important to your business and don’t get distracted by all the bells and whistles. Selecting a mediation platform should not be something done hastily; take your time to properly evaluate each option. Cutting corners on the evaluation process may cause you to end up with an expensive platform that does not perform like you expected or offer what you really need. Conversely, finding the right mediation platform for your needs can result in increased fill rate and CPMs, which means more money in your pocket!
To know more about Aerserv mobile ad mediation and video advertising company visit their website.