Advertisers, Developers

MAX + MoPub: New Demand Features You Need to Know About

by Idil Canal on Dec 21, 2021

Many of the powerful new demand-side MAX features we’ve just released make a significant impact for both buyers and publishers. These features are available in the only platform integrating MoPub + MAX. Unified features will be supported with the first SDK release in January 2022, and more features will be added on a rolling basis.

Learn why top developers are moving to MAX: Read the full MAX+MoPub features list.

In order to leverage these new features, publishers should update to the latest MAX SDK. Buyers transitioning to the AppLovin Exchange (ALX) should adapt to the relevant spec changes to benefit from the latest developments in the unified solution. These demand features include: 

  • 25+ Officially Supported SDK Networks, 15 In-App Bidders, and 150+ DSPs in Real-Time Auctions — 
    • Many DSPs from the MoPub Marketplace have already moved to the AppLovin Exchange (ALX)  and are on track to be fully transitioned in early Q1. In addition, to ease the process for programmatic buyers, we’re actively improving bid stream data (such as IDFV, viewability signals, deal IDs, min bid to win, etc.), which gives advertisers insight into the best bidding areas and use case information to analyze target specific audiences. These additions will be made available on a rolling basis over the next few weeks. 
    • For the supply side, mobile publishers and developers both benefit from increased competition for their inventory. Increased competition among advertisers ensures publishers find the best available ads to fill their ad slots and increase ad revenue. For developers to benefit from the AppLovin Exchange demand, they only need to update their website’s hosted app-ads.txt file with the AppLovin app-ads.txt entries.
  • Custom Networks (SDK and Server-to-Server) — Most mobile apps use various demand partners to increase revenue. With support for custom networks, developers can write their own custom adapters or use third-party supported server-to-server integrations  to expand monetization options.
  • Direct-Sold Ad Campaigns With Audience Targeting — Publishers can expand their advertising offering even further with this new feature that allows you to use first-party data (for example, age, gender, interests, user-defined keywords, etc.) or enhanced targeting (for example, City, State, OS version, etc.) to monetize direct-sold campaigns and target audiences. In addition, these campaigns support non-guaranteed, backfill, and cross-promo campaigns.
  • Private Marketplace Deals — Private marketplaces (PMPs) provide exclusive programmatic access to high-value inventory at guaranteed, pre-negotiated prices. And according to a report by eMarketer, programmatic ad spending on PMPs will exceed ad spending on open exchanges for the first time in 2021, and ad spend on PMPs is growing 3x faster compared to open exchanges. Access to private marketplaces will enable publishers to work with any of the ALX DSPs through private marketplace deals, including single app-based deals or multiple apps, as needed. Buyers will be able to access supply they have early or exclusive access to; in addition, PMP advertising can create more room for negotiation through existing relationships buyers may already have with a supplier. We will continue iterating our programmatic offering to deliver a full suite of solutions for buyers and publishers — with products like Programmatic Guaranteed Deals, Curated Inventory Packages, and deal discovery tools. 

AppLovin and MoPub demand teams are here to help you ramp-up and transact as efficiently as possible. Many top publishers have already migrated to MAX, if you have not migrated yet you can start your migration to MAX now.

Idil Canal is General Manager of AdTech Solutions at AppLovin.