What is ad mediation in mobile apps?
Ad mediation is software inside a mobile app that manages multiple ad networks and decides which one fills each ad slot, to maximize revenue and fill rate. Developers integrate one mediation SDK instead of many, and it runs either a waterfall or a real-time bidding auction among connected networks.
Short answer · AdTech Sumo
Ad mediation platforms handle network adapters, floor prices, reporting and increasingly in-app bidding. They are central to monetizing games through rewarded video, interstitial ad and banner ads.
Because mediation SDKs sit on so many devices, they also see a lot of data and must handle consent signals under GDPR, COPPA and platform policies like Apple's App Tracking Transparency.