As programmatic becomes even more popular, app developers today are rethinking their old monetization strategies and are increasingly turning to mediation and header bidding. This space, however, can be confusing, with many players claiming to offer best-of-breed in-app header bidding technology. But does what they offer live up to the hype? Are you as a publisher equipped to make the best choice while maximizing revenue and yield? Access this presentation to: 1. Learn more about mediation best practices 2. Understand the challenges with traditional waterfall mechanisms 3. Get to the bottom of the differences between header bidding and true unified auctions

1. THE ESSENTIAL
MEDIATION TOOLKIT

2. INTRODUCTIONS
Host
Mike
RizzoSr. Growth Marketing Manager
Speaker
Andrew
GerhartVP Publisher Platforms

3. AGENDA
1. Your Goals
2. Mediation Past vs. Present
3. Challenges with Today’s Technology
4. Header Bidding
5. Unified Auction
6. Mediation Best Practices
7. Resources

4. YOUR GOALS

5. YOUR GOALS
Make as much MONEY as
possible, while annoying
as few users as possible.
Achieve maximum ARPDAU &
LTV without impacting user
retention.
Spend the LEAST AMOUNT
OF TIME worrying about ad
monetization.
1. 2. 3.

6. MEDIATION
PAST VS. PRESENT

7. MEDIATION PAST VS. PRESENT
• App Store market still forming.
• Ad Tech still forming.
• Mobile ad spend dominated by performance buyers.
• Inventory is purchased en masse and at fixed rates.
• US market is booming.
• Formats are static.
• App Store charts dominated by large players.
• Explosion of programmatic and ad tech consolidation.
• Brand spend increased significantly.
• Ad spend moving to ADID based.
• International & emerging markets driving growth (China, APAC, etc).
• Market moving fast toward engaging formats (video, playables, etc)

8. CHALLENGES WITH
TODAY’S TECH

9. CHALLENGES WITH TODAY’S TECH
Waterfalls aren’t built for
PROGRAMMATIC.

10. CHALLENGES WITH TODAY’S TECH
Waterfalls are best when we have
KNOWN, SET PRICES.

11. CHALLENGES WITH TODAY’S TECH
Buyers lower in the waterfall DON’T SEE all
inventory, or most valuable inventory.

12. CHALLENGES WITH TODAY’S TECH
If they’re in the bottom of the waterfall, they’ll
see less inventory and PERFORM WORSE.

13. CHALLENGES WITH TODAY’S TECH
And they CAN’T SUBMIT
dynamic pricing.

14. CHALLENGES WITH TODAY’S TECH
Waterfalls are
DIFFICULT TO MANAGE.

15. CHALLENGES WITH TODAY’S TECH
And they’re
sloooooow.

16. CHALLENGES WITH TODAY’S TECH
Many publishers aren’t
getting the FULL PICTURE
from their mediation
platform.
Transparency.

17. CHALLENGES WITH TODAY’S TECH
We’re talking auction
metrics, errors, & other
important data points
for OPTIMIZATIONS.
Transparency.

18. HEADER BIDDING

19. HEADER BIDDING
Header bidding is an advanced
PROGRAMMATIC technique.

20. HEADER BIDDING
Wherein publishers offer inventory to multiple ad
exchanges in the header bidding auction
SIMULTANEOUSLY before making calls to their ad servers.

21. HEADER BIDDING
The winner of the header bidding auction
gets INJECTED into the header bidding slot
of the waterfall auction.

22. HEADER BIDDING PROS
Capture INCREMENTAL
YIELD & higher CPM
demand.
MINIMIZE LATENCY with
simultaneous ad calls.
MINIMIZE IMPRESSION
LEAKAGE via waterfall &
passback tags.
1. 2. 3.

23. HEADER BIDDING CONS
Winning bid is still passed
into a waterfall.
Offset Timing with
programmatic partners.
1.
2.
Reporting & management done
in different systems.
3.

24. UNIFIED AUCTIONS

25. UNIFIED AUCTIONS
A comprehensive,

26. UNIFIED AUCTIONS
SIMULTANEOUS auction,

27. UNIFIED AUCTIONS
across ALL ad sources, with support for
DYNAMIC BIDS from programmatic buyers.

28. UNIFIED AUCTION PROS
Capture MAXIMUM CPM/PRICE
for every single impression.
1.
Allows inventory to be seen by
ALL BUYERS.
2.
ELIMINATE LATENCY caused
by waterfall.
3.
ELIMINATE IMPRESSION LEAKAGE
caused by waterfall.
4.
MINIMIZE TEDIOUS WORK
managing waterfall.
5.

29. MEDIATION BEST
PRACTICES

30. MEDIATION BEST PRACTICES
MULTI-PRICE TIER strategies
for programmatic partners.

31. MEDIATION BEST PRACTICES
Pay attention to REGIONAL
DIFFERENCES (buyers, prices, ad units).

32. MEDIATION BEST PRACTICES
Maximize S2S CONNECTIONS and
implement partners that support
DYNAMIC BIDS.

33. MEDIATION BEST PRACTICES
Optimize for price AND fill rate.

34. MEDIATION BEST PRACTICES
Optimize with multi-ad units!

35. MEDIATION BEST PRACTICES
Manage BUYER LATENCY and AD
ERRORS closely (transparency is
important here).

36. MEDIATION BEST PRACTICES
Implement AUTO-CPM
INGESTION from ad networks.

37. ADDITIONAL RESOURCES
eBook:
Everything You Need to Know About Header Bidding: Separating Fact from Fiction
Whiteboard Video:
How Open Auctions and In-App Header Bidding are Better than Waterfalls
Animated Video:
OpenAuction Explained
Blog Posts:
16 Mediation Questions You Need to Answer
Seven Reasons Why You Shouldn't Ignore Mobile Ad Mediation