Ad Networks Mediation, created for app developers, is an ad-tracking platform that is integrated with multiple ad networks at the API level. It can facilitate ad networks management and ads optimization. By employing it, you can add unlimited ad networks and efficiently manage them to enrich the content and form of mobile advertising and optimize the fill rate and eCPM.

1. Mediation Guideline
Overview
With the development of mobile internet, Mobile media and mobile advertising are
evolving rapidly. Historically, ad serving has only applied to web pages. But now, ad
serving can place advertisements on both websites and mobile apps. As we all know,
advertising is the only way for an app developer to monetize, especially for free apps.
But apps are numerous, varied, and can be hard to distinguish from each other at
first glance. With the proliferation of hundreds of thousands of mobile apps, how
can app developers ensure their apps don’t get lost in the crowd? How can they
market their complete new mobile apps and make money? To meet these market
requirements, mediation platforms emerge. The guideline is intended to introduce
mediation, its working mechanism and current state to help more developers to get
familiar with it and know how to use it to boost user engagement and monetization.
The guideline is, in particular, applicable to the following readers:
 An indie, who just produced a complete mobile app, desires to market it and
make money, but has no idea how to get started.
 An app team/company hoping to market your apps to explore your audience
and drive more downloads. But large amounts of app advertising platforms with
various tools are hard and time-consuming for you to choose.
 You, playing app advertising games with some big ad networks, invested a lot,
but overall results are disappointing: bad fill rates, low eCPM and CTR.
 You, managing multiple apps with several ad networks, want to develop a
holistic marketing strategy to distribute the traffic, leverage the traffic with
cross-promotion, and increase the numbers of each app's MAU.
 You, using a single ad network to monetize your apps, want to know how to
optimize its settings, such as name, banner color, text, and so on, to get the
highest eCPM and CTR.
What is Mediation?
Mediation, commonly referred to as “ad network mediation”, is basically an
ad-tracking platform that is integrated with multiple ad networks at the API level. It
can facilitate ad networks management and ads optimization. By employing it, you
can add unlimited ad networks and efficiently manage them to enrich the content
and form of mobile advertising and optimize the fill rate and eCPM. Ad monetization
is measured in clicks and impressions - the more you can deliver the more
meaningful your monetization will be. With mediation tool, monetization will
become easier than before.
Mediation Research Institute Mediation Guideline Version 1.0

2. AdMob
Aillennial Media
App Developers Mediators Adsense Advertisers
iAD
…
How many mediators are there?
Mediators refer to companies delivering an integrated portfolio of ad networks
which can be optimized based on performance. They earn revenue from publishers
for providing integration and optimization management services, and in turn provide
free mediation services for app developers. These include Adwhirl, AdexLink,
Mobclix, AdMarvel, Mopub, Nexage, Burstly and so on. Mediation is all about ad
provider (ad network) scale. The more providers the more value the mediation
service can bring to the market. Some mediators tout their algorithms to
automatically switch allocations for best revenue. They are essentially a black box
making all the decisions and sending you a check at the end of the month. Since you
are turning over monetization control to the mediator, trust is an important factor.
Algorithmic optimization requires good end to end reporting data, and mobile ad
metrics and reporting today is highly variable across mediators. You will want to
make sure you get revenue breakouts by network so you can keep the mediator
honest. Other mediators will give you the tools to go in and set allocations yourself.
This means you need to track your data and make decisions. It is more work, but you
are the one most interested in optimizing revenue for your traffic. It also helps to
build relationships with the networks. At present, mediator is pioneered by the folks
at AdWhirl and AdexLink. And the most majority of mediators are free for app
developers to join.
Mediators URL
Adwhirl http://www.adwhirl.com
AdexLink http://www.adexlink.com
Mobclix http://www.mobclix.com
AdMarvel http://www.admarvel.com
Mopub http://www.mopub.com
Nexage http://www.nexage.com
Burstly http://www.burstly.com
Mediation Research Institute Mediation Guideline Version 1.0

3. How does mediation work?
Detailed mediation steps may vary according to different mediators, but the basic
procedures are roughly the same (Mediation Instruction Manual is available at each
mediator’ website). You need to register all the ad networks of your choice as a
developer first, download their SDKs and complete app setting. There are many ad
networks in the market for you to choose, such as AdMob, AdSense, iAds, Millenial,
Jumptap, BrightRoll, InMobi, JumpTap, MobFox, vdopis and Tapjoy. Next step, you
need to set up all ad networks of your choice and adjust their allocation percentages
of traffic and backfill priorities at a mediation platform, such as Adwhirl and AdexLink.
Then the mediation platform will monitor all ad networks and request ad from a
higher priority network. If ad request comes back unfilled, the system will roll over to
your backfill settings and continue down to a lower priority network and so on. All
networks you set up will run automatically and get reports later, through which you
can determine the most profitable traffic portfolio and find out the best fit ad
network. At some mediation platform, it even can do test for you to get the highest
performing ad settings. Mediation platform manages everything for you – bringing
the best ads to one platform and handling all the details so you can stay focused on
building great apps.
Traffic allocation
Step 1: Step 2: Boost monetization:
Register ad Set up all ad networks Backfill priorities Increase CTR and
networks at a mediation platform eCPM
Testing
What can expect from mediation?
1. Add networks without updating your app.
2. Your ads are a perfect fit with your content and your users.
3. Your fill rates can be increased from 50% or less to nearly 100% immediately!
4. Your eCPM will be improved 10 times better.
5. Free to drive a massive amount of installs.
6. Your traffic will be accelerated along with fast growing installs.
7. Earn maximum revenue for every impression.
You can add unlimited number of ad networks, and efficiently manage them to
explore more audiences. Mediation platforms can help you stop worrying about the
traffic distribution of ad networks and figure out how to allocate the traffic to get the
highest eCPM. You can easily and conveniently adjust the traffic distribution and do
the testing immediately to see the real-time reports.
Mediation Research Institute Mediation Guideline Version 1.0

4. It can also help you to increase your fill rate to nearly 100%. Current research on ad
networks shows that most of ad networks have very low fill rates, rather than what
they have claimed. Mediation technology can assist you by automatic detection and
requesting another ad based on the priority you set up.
One point lots of developers may not know: at some mediation platform, such as
AdexLink, it can even allow you to do testing to optimize ad settings: name, gender,
age, text, color, and so on. It is a great method for the app developers to determine
which combination of ad settings can increase CTR.
That's it! We hope our instructions can help you.
Mediation Research Institute Mediation Guideline Version 1.0