Mediation Waterfall in Mobile Apps: How It Works and Why It's Declining
· 33h ago · Originally reported by PPC Land
A mediation waterfall is a method used in mobile apps to fill ad slots by contacting ad networks in a set order based on expected revenue. The article explains the process and discusses why this approach is becoming less common in favor of newer methods.
Why it matters
Understanding mediation waterfalls helps explain how mobile app ads are sold and why the industry is moving toward more efficient, automated solutions.
Explain it like I’m new here
It's like asking your friends one by one if they want your last piece of candy, but now there's a faster way to offer it to everyone at once.
Terms in this story
Ad mediation
Ad mediation is software that lets app developers connect many ad networks and bidders through one SDK and chooses which network fills each ad request to maximise revenue.
Waterfall (daisy-chaining)
A waterfall is an older way of selling ads in which an impression is offered to demand partners one at a time, in fixed priority order, until one fills it.
Ad network
An ad network is a company that aggregates ad space from many publishers and resells it to advertisers, usually in packaged bundles and often with its own pricing and targeting.
Ad slot (ad unit)
An ad slot (or ad unit) is a specific, defined place on a page, app screen or video stream where an ad can be shown, with its own size, format and rules.
Go deeper
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