AppFlood's European GM Chris Hanage explores the mobile advertising SDK fragmentation challenge. While there are plenty of mobile ad networks for mobile advertisers and publishers to choose from, using these ad networks requires integrations with multiple mobile ad networks. Not surprisingly, according to a survey by AppFlood, developers agree that the SDK fragmentation is a problem.

1. fragmentation & advertising

2. Chris Hanage
General Manager of Papaya
Europe, Chris is responsible
for the growth of Papaya’s
business across Europe, both
with developers and publishers,
and also with Papaya’s many
strategic partners.

3. AppFlood is PapayaMobile’s 100% transparent mobile advertising
platform for buying, selling and exchanging mobile traffic. The network
provides an unrivaled level of transparency and control so developers
and advertisers gain the right insights for the most effective mobile
strategy. To date it has been used by more than 7,000 Android and iOS
developers.

4. what is the fragmentation
challenge ?
• As F2P has become the preferred business model, advertising has
become crucial for player acquisition. But with few common
standards yet in place, fragmentation is an issue which is unlikely to
go away any time soon
• The need to connect to multiple networks, analytics, tracking etc
means that integration and reporting is a hidden cost in building and
supporting your game
• Can developers and publishers effectively minimise the impact of
fragmentation? What are the key things to consider when planning
your acquisition strategy?

5. ?
What does this mean in practice

8. there are more than 100 SDKs for advertising – and it’s
changing all the time
300
250
200
150
100
50
0
Data source: http://mixrank.com/playstore/sdks

9. fragmentation also affects devices and OS
Q3 Revenue by Android version
4.3 Jelly Bean
4.2 Jelly Bean
4.1 Jelly Bean
4.0.x Ice Cream Sandwich
3.2 Honeycomb
3.2 Honeycomb
3.1 Honeycomb
3.0 Honeycomb
2.3.x Gingerbread
2.2.x Froyo
2.1 Eclair
2.0.x Eclair
1.6 Donut
1.5 Cupcake
July
August
September

10. ?
But is it a problem

11. is advertising SDK/API fragmentation a problem?
64%
20%
Data source: fragmentation survey by papayamobile.com

12. ?
Why

13. when asked about fragmentation, they said…
42%
too many dashboards is the biggest problem
28%
multiple integrations is the biggest problem
42%
the biggest problem was a combination of
both, plus a lack of tutorials and information
Data source: fragmentation survey by papayamobile.com

14. fragmentation is inevitable in a fast growing and dynamic
market like mobile apps – and it’s not going to change
any time soon

15. So Deal With It
!

16. however there are some best practice tips you can
follow…

17. connect to multiple networks and focus on best performers
there is no one-size-fits-all solution, so spread your risk

18. choose and test networks that make realistic claims

19. measure, measure and measure…
compare, compare, compare…

20. the more transparent a network, the more control you
have over your spend
where is your traffic really coming from?

21. refresh poor performing networks regularly
28%
40%
12%
20%
Data source: fragmentation survey by papayamobile.com

22. not all ad formats give the same performance – but
costs vary. Experiment!

23. most successful campaigns use a mix of ad formats

24. 6 tips to leave with
1.
2.
3.
4.
5.
6.
try multiple networks and keep focus on the best
choose networks that make realistic claims
transparency gives you more control
measure, measure and measure
refresh poor performing networks regularly
use a mix of ad formats

25. questions?
chrishanage@papayamobile.com
@chrishanage
@PapayaMobile