Fireside Chat: Is it Time to Rethink the Ad Monetisation Waterfall
summary
Explains that the market is moving from manual waterfalls to hybrid header bidding with most mediations having roughly 5–10 real bidders, not 200, and that multiple-instance setups once raised eCPMs by ~20–30%. Argues full bidding adoption may occur in 12–24 months, warns IDFA-style privacy shifts cut eCPMs ~20–50%, and highlights payment timing (15 vs 60 days) as a measurable discount factor affecting UA spend and hyper‑casual cash flow.
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chapters (12)
- 0:00Intro
- 1:25Welcome
- 3:00Ad Monetisation History
- 6:10Hybrid vs Full Bidding
- 8:40Full Bidding
- 9:45Hybrid World
- 10:45Ad Monetisation
- 12:00ECPM
- 14:00Payment Terms
- 16:40Is it time to rethink
- 19:42Closing thoughts
- 21:55Questions
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