The history of ad monetisation and how we got here

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" summary

Overview of how mobile ad stacks move from fixed waterfall mediation to per-impression auctions with header bidding borrowed from the web, explained with concrete trade-offs: header bidding runs real-time bids from multiple networks (often requiring precache SDKs or streaming bids) and claims roughly a 20-30% uplift in CPMs versus mediation, with latency mitigations via pre-staging; practical caveats include integration complexity, file-size savings paths, and that full mobile implementations are still early.

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" chapters (10)

1. 0:00Introduction and setup
2. 1:28Ad monetisation beginnings
3. 3:36Mediation and waterfall method
4. 6:07Problem with waterfall
5. 6:50What is header bidding
6. 7:32How header bidding works
7. 8:14Mediation vs header bidding
8. 9:17Revenue impact of header bidding
9. 10:05Performance and load time
10. 11:29Q&A and closing