As many of you know, we have a partnership with inneractive that allows Corona developers to monetize their apps via inneractive’s ad exchange. We’ve noticed that there’s a lot of confusion around:
- how an ad exchange/mediation layer works
- how it compares to an ordinary ad network
- what this means for your apps’ monetization
We asked inneractive to write a series of blog posts to clear up these issues and Itay Gadot, VP of Marketing at inneractive, graciously agreed. This week’s post focuses on the difference between an ad network and ad mediation. In the next couple of weeks we’ll cover other important topics.
Thanks and let us know your thoughts!
There has been so much said about the topic of fragmentation in the mobile world. In a majority of cases, the word fragmentation is associated with the Android platform.
What many people don’t realize is that the entire industry is actually fragmented. We see that throughout the app stores, platforms, different mobile form factors, and of course, the world of app monetization.
A developer looking to build a sustainable business from mobile apps has quite a few challenges to overcome ranging from what model works, to whether to charge per download or offer a freemium, to making big decisions on advertising, in-app purchases, search, and more.
To drill down even further, within mobile advertising, developers need to make decisions on whether to serve ads, and if so whether to use an ad network or an ad mediation/exchange. Let’s take a quick look at the different options.
When most mobile developers think of in-app advertising, AdMob or other similar ad networks come to mind. At their core, ad networks bring together advertisers and publishers (that’s you, the developers).
Here are three important questions to ask yourself when considering the ad
1. Will working with an ad network give me the broadest global coverage for my app?
2. Will my app maximize its advertising revenue by working with a single ad network?
3. Will my apps, across all mobile platforms, benefit from working with an ad network?
The reality is that different ad networks have different strengths, be they geographic or otherwise, resulting in different monetization outcomes. Many developers have opted for working with multiple ad networks, but that brings on a whole other set of problems.
While Google struggles to solve the fragmentation issue with Android, when it comes to app monetization, there is already a solid solution on the market. If you are a mobile developer, chances are you do not have advertising expertise and if you do, managing multiple ad networks is definitely not the best use of your time.
With an app mediation exchange like inneractive, you implement one SDK that gives you access to over 100 different ad networks. Here’s why that’s a great thing.
While working with one ad network might help you monetize your app in one specific location, monetizing your app with inneractive has you covered in over 200 countries worldwide. That means when someone downloads your app in China, they will see an ad in Chinese with relevant content as opposed to seeing an ad for a restaurant in NY. More relevant ads mean more clicks and more revenue for the developer.
It’s a numbers game – if you have to choose between two ad networks, you’ll have to do some serious research. However, choosing between an ad network and a mediation platform saves you time to work on doing what you do best – building a great mobile experience. Why work with one network when you can work with that same “one” and 100 more? With inneractive, you enjoy real time optimization of over 100 ad partners, something you will never get when working with one single ad network.
In addition to global aspect, working with an ad mediation/exchange (and more specifically inneractive) gives you full support for all the mobile platforms. With support for all the major operating systems including Android, BlackBerry, Windows Phone, and Ovi, as well as the other less-talked-about platforms such as Symbian, J2ME, and Bada, with inneractive your bases are covered.
Mobile app monetization is a tremendous space that is growing daily and is expected to reach tens of billions of dollars in coming years. If you are an app developer looking to monetize, it makes sense to go with the most robust and comprehensive solution available. An app monetization exchange, such as inneractive, offers more options, reaching consumers with relevant ads and optimizing for the most relevant content.