What is Ad Mediation?
Put simply, ad mediation is a type of monetization platform that allows app publishers to connect with, manage, and optimize multiple ad networks—all from a single location.
In the past, ad mediation platforms used a “waterfall” approach to structure ad networks. With this approach, ad networks were prioritized based on their revenue potential. These days, most ad mediation platforms use a “weighted waterfall bidding system” in which ad networks are assigned a weight based on their performance. With this approach, app publishers are able to fill high-performing ads from each network first, leading to more revenue.
Types of Ad Mediation Platforms
Ad mediation platforms like ironSource, Mopub, Appodeal, and Chocolate Platform are popular options when it comes to the mobile app industry.