Mobile Ads Monetization: Stop Shooting Yourself in the Foot
summary
Company runs 250 apps with ~900M downloads and built an in-house mediation that outperforms single-network setups; programmatic mediation (Clever Ads Solutions or Appodeal) replaces manual waterfalls and saves weeks of work. Key metrics are eCPM, match/fill rate and ADRPU, and beware eCPM decay across impressions — limit daily impressions per user. Operational wins: cross-promo raised installs ~7% and revenue ~5% and adding an app-ads.txt file lifts revenue ~12–15%. Update waterfalls weekly and avoid duplicated placements.
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chapters (14)
- 0:00Introduction
- 3:00Internal vs external monetization
- 10:38Ad monetization terms
- 13:13Four ad integrations
- 17:31Balancing ARPDAU and LTV
- 21:58Cross-promotion for revenue
- 25:49Offer walls in monetization
- 26:54Update waterfalls regularly
- 27:59User consent and compliance
- 29:50Optimizing with app-ads.txt
- 30:54Choosing mediation solution
- 35:57Manual vs automatic mediation
- 37:01A/B testing mediation
- 38:28Q&A
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