Ad Mediation
What is ad mediation?
Ad mediation is a technique that lets app developers manage multiple ad networks through a single SDK. Instead of integrating each network separately, developers route every ad request through one layer, where networks compete to fill the placement. That competition raises eCPMs and ad revenue.
What is a mediation SDK?
A mediation SDK (software development kit) is the code a developer integrates once to connect an app to many ad networks at the same time. Rather than maintaining a separate integration for each network, the developer manages a single SDK that handles ad requests, reporting, and updates across every connected network.
Types of ad mediation platforms
Ad mediation platforms give multiple ad networks access to an app's ad inventory, creating an auction-like environment where networks compete for each placement. More competition means higher eCPMs and more ad revenue for the developer. Platforms differ mainly in how many networks they support and whether they optimize with a waterfall, real-time bidding, or a hybrid of the two.
How does ad mediation work?
When an app has an ad to show, the mediation layer decides which network fills it. Two methods are common, and most modern platforms combine them.
Waterfall
Networks are ranked by their historical eCPM. The mediation layer calls the highest-ranked network first; if it doesn't fill the request, the layer moves down the list until an ad is served. Waterfalls are simple but rely on past estimates rather than each impression's real-time value.
Hybrid bidding
In-app bidding runs a real-time auction: networks bid on each impression at the same time, and the highest bid wins. A hybrid setup combines bidding with a traditional waterfall, so developers capture both real-time competition and networks that still run on a waterfall. This usually lifts fill rate and revenue.
How to choose an ad mediation platform
Match the platform to your app's audience and monetization goals. A few factors matter most:
• Ad network coverage: more networks competing for each placement usually means higher fill rates and eCPMs.
• Ad unit support: look for a range of formats, including rewarded video, interstitials, banner, and native, so you can match ads to your experience.
• Analytics: real-time, granular reporting lets you test and optimize placements.