If you’re still monetizing your app with just one ad network like AdMob or Unity Ads, you’re probably leaving money on the table. Let’s break down how ad mediation on programmatic platforms works differently and why it usually performs better.
Traditional ad networks
When you use a single network, it decides which ad to show based on its own advertisers and algorithms. You get what they give—no competition, no bidding wars. The result? You’ll likely get lower eCPMs and might not fill all your ad inventory.
For example, if Ad Network A offers $1.50 eCPM, you take it. But what if someone’s willing to pay $2 for that same spot? You’d never know.
Ad mediation platforms
Mediation platforms like CAS.AI, Appodeal, or ironSource connect your app to multiple ad networks at once and optimize ad delivery to maximize revenue. There are two main ways they work:
1.Waterfall model
The waterfall model sends your ad request to networks in order of priority, usually based on historical eCPM performance. If the first network can’t fill the ad, it moves to the next, and so on.
- good for: simplicity and steady fill rates.
- downside: you don’t always get the highest-paying ad since there’s no live bidding happening.
2.Real-time bidding
RTB works like an auction. Multiple ad networks and demand-side platforms (DSPs) bid for your ad spot in real time, and the highest bidder wins.
- good for: maximizing eCPM and revenue because networks compete for your inventory.
- downside: setup can be more complex without automation.
Hybrid solutions
Many modern platforms (like CAS.AI) use a hybrid approach. They combine RTB with a waterfall backup. So, the auction runs first, and if no one bids, the request falls back to the waterfall to make sure your inventory doesn’t go unfilled. It’s the best of both worlds—higher revenue and better fill rates.
Why programmatic mediation wins
Here’s why mediation beats using a single ad network:
- You get competition between networks, which drives up eCPM.
- Fill rates improve because multiple networks are fighting for your inventory.
- You can A/B test different ad formats and networks to see what works best for your audience.
- Platforms like CAS.AI automate a lot of this, so you don’t need to spend hours managing ad placements.
Final thoughts
Sticking to one ad network limits your revenue potential. Mediation platforms like CAS.AI, ironSource, and Appodeal let you plug into multiple networks, optimize delivery, and unlock higher earnings. If you’re still on the fence, try A/B testing mediation against your current setup and see the difference.
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