Programmatic Mediation: Latest Trend in App Monetization (White Nights Moscow 2015)

1. White Nights Moscow 2015
Programmatic Mediation: latest trend in
app monetization

2. MLG Bird 420
Create unique & engaging apps.
Let us take care of monetization.

3. Daily active users:
4,000,000
Annual gross:
over $17,000,000

4. Appodeal: In-house solution
• Automated
Inventory management
• Revenue growth

5. Appodeal Today
• 40+ employees
• 20 genius engineers
• $3.1M investments
• 3500+ active apps
• $1M monthly gross
• 1B impressions a month
San Francisco
Boston
Moscow
Barcelona
Saint-Petersburg
Lvov

6. 1. What is Programmatic Mediation?
2. How can I benefit from it?
3. What risks will occur?

7. Ad Monetization Evolution
1. Traditional Ad Networks
Don’t care about your revenue.

8. Ad Monetization Evolution
1. Traditional Ad Networks
Don’t care about your revenue.
2. Traditional Mediation
Better revenue, but hard to manage.

9. Ad Monetization Evolution
1. Traditional Ad Networks
Don’t care about your revenue.
2. Traditional Mediation
Better revenue, but hard to manage.
3. Programmatic Mediation
Maximum revenue, effortless.

10. Programmatic Mediation
1. Self-sufficient monetization solution

11. Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls

12. $2
$3
Typical Waterfall
highest bid is $3 1.
2.

13. $2
$3
Typical Auction
1.
2.
$4

14. Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization

15. Static Prioritization
UnityAds
AppLovin
AdColony
Vungle

16. Dynamic Prioritization
UnityAds
AppLovin
AdColony
Vungle
AppLovin
Vungle
UnityAds
AdColony
Vungle
AppLovin
UnityAds
AdColony Chartboost
AppLovin
Vungle
AdColony
AdColony
Vungle
AppLovin
UnityAds

17. Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization
4. Negotiate before selling

18. $1
Traditional Mediation: No Negotiation
highest bid is $3

19. $1
Traditional Mediation: No Negotiation
highest bid is $3okay

20. $1
Programmatic Mediation: Negotiation
highest bid is $3

21. $1
Programmatic Mediation: Negotiation
highest bid is $3
$2?

22. $2
Programmatic Mediation: Negotiation
highest bid is $3
$2
okay

23. Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization
4. Negotiate before selling
5. Each impression is treated individually

24. $2
Traditional Mediation: selling in bulk
highest bid is $3
Ad networks pay per 1,000 impressions
All App Impressions
$1
$3

25. Programmatic mediation: each impression
highest bid is $3
Each impression has different price
$1..3
$2..7
$0..4
All App Impressions

26. Programmatic Mediation
1. Self-sufficient monetization solution
2. Auctions, not waterfalls
3. Dynamic prioritization
4. Negotiate before selling
5. Each impression is treated individually

27. Use case #1

28. Piano Tiles - Google Play
0
35
70
105
140
175
Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Impressions, M Revenue, $K
Before: traditional mediation
After: programmatic mediation

29. Use case #2

30. MLG Bird 420 — App Store
0
3500
7000
10500
14000
17500
Jul Aug Sep
Impressions, K Revenue, $
Before: Chartboost
After: programmatic mediation

31. Use case #3

32. Mad Dex - Google Play
0
0.25
0.5
0.75
1
April May Jun Jul Aug Sep
eCPM, $
Before: Admob
After: $1000/day with programmatic mediation

34. Risks
highest bid is $3
• Is SDK stable?
• Quality of ads
• Negative reviews
• What if revenue does not improve?

35. All risks on us.

36. www.appodeal.com
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