Programmatic Ad Mediation? Everything You Need to Know!

Programmatic AD Mediation has become a major concern for developers and publishers in today’s mobile application ecosystem. In this respect, programmatically mediated advertisements are one of the most feasible ways. But exactly what is programmatic ad mediation, and why is this concept so crucial to businesses for maximising their ad revenue?

This blog dwells deep into the concept, benefits, and platforms of ad mediation and provides complete knowledge to publishers, advertisers, and users alike.

Ad mediation is a specialized arrangement that empowers distributors to oversee and streamline their promotion stock by interfacing them with various advertisement organizations. Instead of just working with one ad network, a publisher can increase fill rates and eCPMs via an ad mediation platform through a variety of network types.

The mediation platform aims to ensure that the most relevant ad and the highest-paying ad are delivered to the user, ensuring maximum income from advertisements and also helping to create a better user experience.

1. Multi-Ad Sources: Integration of multiple ad networks within one publisher.
2. Ad Requests: Every time a user interacts with an app, a request is generated to display the ad.
3. Mediation Layer: This platform mediates between the publisher and various ad networks, making real-time priority decisions.
4. Auction Mechanism: If multiple networks bid on one ad space, the highest bidder will win.

Programmatic ad mediation automates the ad selection process and frees the publisher from managing and optimising their ad placements manually. Its value to businesses, more so in mobile and web environments, includes the following: 

• Increased Revenue: By connecting with several ad networks, the publishers create some kind of competition among these networks, which drives up the bid prices and therefore provides higher eCPMs.
• Efficiency and Automation: Because it is automated, no human interaction or interference is required. This cuts down much time and eliminates the chances of human error.
• Diversification: More than cladding to a single network, with programmatic ad mediation, access is assured with several networks that assure better fill rates.
• Data-Driven Decisions: From historical data to real-time analytics, this platform makes sure to serve the best ads to the users.
• Better User Experience: Due to the improved targeting, users are seeing more relevant ads, driving more engagement.

A host of platforms is providing ad mediation services, offering publishers what they need to make more revenue and further optimise ad placements. One of the major players is:

Google Ad Manager is perhaps one of the most utilised platforms for what is ad mediation. This solution is integrated with Google’s vast ad ecosystem, opening access to a range of demand sources: 

• Dynamic Allocation: Google dynamically optimises serving ads amongst the sources.
• Wide Network Support: Through the Google Ad Manager, a publisher can connect to an extensive number of demand partners other than Google Ads.

All that has become particularly crucial in the mobile app industry, where the struggle for user attention is quite stiff and monetisation is so critical for success. That is why so many mobile developers choose ad mediation platforms: managing a variety of different networks usually becomes quite a daunting task.

Ad mediation works within a pretty simple process, but understanding it step by step will better help publishers make an informed decision. Here’s how it goes about happening in a stepwise manner:

1. Ad Request: Once an ad request is forwarded to the mediation platform, it is essentially because the app has generated it.
2. Network Selection: It runs a list of available ad networks in order of priority by performance metrics, such as bid price and relevance.
3. Ad Serving: The best-performing ad gets served to the user.
4. Reporting and Optimisation: This is where the analytics are provided by the platform for further tuning of the ad strategy by publishers.

Ad mediation helps app developers and publishers maximise their advertising strategy with several benefits. How it boosts revenue: 

• Maximise Fill Rates: In choosing several ad networks, the publisher ensures that all ad requests are filled out and thereby cuts down revenue loss on account of unfilled impressions.
• Higher eCPMs: With more ad networks bidding for space, a publisher can enjoy higher bids and hence better eCPMs.
• Ad Quality Control: Most mediation platforms grant the publisher the ability to filter low-quality or inappropriate ads, improving user experience and user engagement.

This benefit of programmatic ad mediation percolates down or upwards to each actor involved in the advertising ecosystem and can be explained as under:

1. Benefits to Publishers

• Increased Revenues: Through being hooked to several ad networks, there is some kind of competition that drives the CPMs upwards.
• Better Control: It allows for priorities on different networks and ads, hence fitting the audience and revenue goals of publishers more directly.
• Easy Management: One-stop platform offers a unified dashboard for easy ad inventory management.

2. Benefits to Advertisers

• Targeted Reach: Advertisers reach certain audiences because they are going to target them using platforms to ensure better ad placement with improved engagement.
• Cost Efficiency: Because of programmatic bidding, advertisers pay only for those ads that work, and hence, maximise ROI.
• Premium Inventory Access: Premium ad spots, usually hard to get, are easily accessible by advertisers.

3. Benefits to Users

• Relevance: it shows more relevant advertisements to the users based on their interests and behaviours.
• Better User Experience: usually, the programmatic mediation brings in better, more qualitative ads. Thus, it reduces the chance of disruptive or inappropriate content.

Picking the right platform means everything when it comes to maximising ad revenue. Here’s a rundown of the key considerations to choose the right one for your needs.

1. 1. Ad Network Support: Select a platform that supports a wide variety of ad networks. This will increase competition healthily and will improve fill rates.
   2. User Experience: Look for a platform that can help optimise the user experience. Some of the features could include ad quality filters, ad placement controls, or other choices to better match the audience targeted.
   3. Comprehensive Reporting: Look for a platform that provides in-depth analytics to enable you to make data-driven decisions for further optimisation of ad placements.
   4. Ease of Integration: The JustBaat SDK should be lightweight and easy to integrate, not bloat your app or website.

Programmatic ad mediation represents one of the strong mechanisms publishers use to increase advertising revenue by tapping into multiple ad networks. In addition, the automation of the choosing and optimisation processes not only scales up the revenue but also enriches the user experience in programmatic mediation. Whether it be a publisher, advertiser, or developer, the right ad mediation strategy opens great avenues of benefits for any business.

Experience the future of ads and content creation with JustBaat AI’s programmatic ad mediation and AI video solutions – contact us today!