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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

How to generate more ad revenue by refined traffic operation

Generating more ad revenue

From wellness apps to dating apps to gaming apps to productivity apps - thousands of apps are getting listed on app markets every day. The promising mobile market is turning into a fierce battleground. As competition intensifies, many app developers begin to monetize through IAA (in-app advertising) in developing markets. According to App Annie’s estimation, more than 60% of apps will adopt IAA in 2019. Nonetheless, IAA is not a master key to all solutions. It also poses challenges like unstable revenue, unable to manage traffic collectively, and harm the user experience.

Thanks to Ad Mediation Platform, all these problems may be resolved. Ad Mediation Platform allows developers to manage all their monetization resources collectively. For instance, developers may integrate with one mediation platform to acquire resources from multiple monetization channels. By adopting the ad mediation platform, the monetization resources are overwhelmingly amplified, giving developers more options to match suitable ads with their ad placements.

Since AdTiming launched the ad mediation platform in 2018, more than 1,500 app developers have adopted the mediation platform to help them monetize. The cumulative tech resource in monetization made a solid foundation for AdTiming to build a complete supply chain from advertising to monetization. In 2019, developers are having greater demands on monetization, such as refined traffic operation, data transparency and report mechanism, and new ad formats. To help developers, AdTiming upgraded its ad mediation platform at the beginning of 2019.

In order to achieve refined operations, AdTiming systematically upgraded its waterfall bidding model. The conventional waterfall model estimates eCPM (effective cost per mille) based on the historical performance of each platforms may be misleading sometimes. To ensure the accuracy on eCPM prediction, AdTiming segmented audiences in each ad platform (Audience Segment) and categorized them with 30,000 structured and unstructured tags through machine learning, based on ad frequency, gender, interests, device and other characteristics of users. With the help of machine learning technology, the accuracy of tags is optimized automatically. Compared to the conventional method which predicts eCPM based on the comparison between platforms performance and countries, the updated bidding system adds the user and media dimension which improves the accuracy profoundly. With experienced operation and competent algorithm, the overall revenue for developers could increase by 20%. Also, overall traffic allocation efficiency will be greatly improved.

Secondly, in order to help developers better understand their users and ad placements, save their efforts in setting up waterfall, AdTiming added data report section - Audience Timing in its mediation platform. Audience timing includes user data insights and segment user data report. The user data insight informs developers the interests of their users; whereas segment user data report predicts eCPM according to user’s behavior online. The comprehensive data report function provides developers with thorough guidelines to reduce costs in building up waterfall, professional operation management, and data insights. With better understanding of users, developers can focus on users’ needs, create better user experience and higher revenue in an intuitive way.

In addition, AdTiming has always been working on innovative ad formats that generate higher revenue. The mediation platform, therefore, launched the creative tool suite, Creative Timing. It can not only support the mainstream rewarded video and playable formats but also customize ad formats designed by ad scenario. For example, AdMuing, the live user comment tool customized for game developers, can automatically fetch positive comments from app stores, which can be customized according to the video content, users’ country, and language. Currently, AdMuing is open-sourced, free and compatible with all operating system and ad networks.

Talking about the future development of mobile advertising industry, AdTiming CEO Leo Yang said: “The future growth of mobile ad industry will be driven by refined operation, smart traffic allocation, data transparency, and innovated ad formats.” Yang suggests that ad networks should invest more on the future and added: “AdTiming will always eye on the future, dedicated to bringing high-quality experience for developers.”

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