Developers

More MoPub Features Integrated into MAX via Major SDK 11.0 Release

by Idil Canal on Dec 31, 2021

When we announced our acquisition of MoPub from Twitter, we promised to merge MoPub’s key features into MAX to create an even more effective product offering by migration time.

Since then, we have launched several new features that are exclusive to the unified MAX + MoPub solution, including the AppLovin Exchange, Universal Creative Reporting, and many others. 

We are excited to now release the rest of the major features from our roadmap, combining the best of MoPub and MAX with our upcoming SDK 11 release on January 6, 2022.

Here’s what will be released with our 11.0.0 SDK :

  • Native Support: We announced beta support for our native product in early December. This initial version supported templatized use cases and had a limited list of supported networks. Our latest SDK now supports native ad format mediation for all our SDK networks, in-app bidders, and AppLovin Exchange DSPs. It also includes support for advanced use cases with manual access to an ad’s individual assets for developers to design an ad layout consistent with their app. 
  • Custom Network Support: This feature allows developers to work with any server-side, tag-based network to monetize their inventory. The next iteration of this feature will be released in late January and will include support for SDK-based custom networks in our dashboard. 
  • Open-Source Network Mediation Adapters, New Public SDK APIs: These adapters allow developers to troubleshoot and integrate ad networks with greater flexibility. The new public SDK APIs provide transparency into ad responses with access to ad network credentials, errors, and real-time latency measurements. We also added support for new fields to enhance SDK and S2S user-level impression data with app version, OS, OS Version, Network placement ID, and EXTRA_INFO.
  • Support for Monetization in Screen-Lock Apps: APIs with which developers can display interstitial ads in the lock screen. 
  • Ability to Cap Frequency by Geo: Developers can now set ad unit based frequency caps on sessions and users by geo. To enable, select the ad unit and update the Frequency Capping section.
  • Brand Safety Solutions: 
    • An automated solution to check for publisher app-ads.txt adoption. Developers will be alerted if they have missing entries in their app-ads.txt files for AppLovin.
    • Focused scale for sellers.json adoption. Account teams will reach out to publishers with guidance on how to implement sellers.json. The next iteration will include an automated process to ensure that MAX publishers can benefit from the brand demand coming from the AppLovin Exchange.
    • IAB Open Measurement SDK allows for enhanced viewability signals in the bid stream for AppLovin Exchange participants and supports direct-sold campaigns for publishers. The next iteration in late January will include support for all ad formats, including native.  
  • Bid Stream Enhancements: AppLovin Exchange supports new fields. For iOS, DSPs will see the ID for Vendors (IDFV) when IDFA is not available in the BidRequest.device.ext.ifv field. When applicable, the optional fields location, age, and gender data will also be available in the bid stream to help developers spend and scale. The next iterations in late January will include support for additional viewability signals across all ad formats, IAB TCF v2.0 integration, and support for ${MIN_BID_TO_WIN}. Updates will be released on a rolling basis. 
  • Direct-Sold Ad Campaigns (beta): Direct-Sold campaign support for MAX is now available as a beta feature for select publishers. Starting with SDK version 11.0.0, developers have the option to send additional data (e.g., age, gender, location data, interests, custom keywords) and monetize their inventory through direct advertiser relationships. Direct-sold campaign functionality is expected to be available to all developers in February. 
  • Private Marketplace (beta): With the latest SDK, MAX publishers and AppLovin Exchange DSPs can transact through Private Marketplace deals inclusive of a single app-based deal or multiple apps. Contact us: DSPs and publishers to join the beta. 
  • New In-app Bidders (beta): MAX currently supports 25+ networks. We are now adding seven new SDK bidders to MAX and making them available to select publishers. Reach out to your account team to get early access.

In addition to what will be available in our next SDK release, we have even more new features set to launch soon. 

Here’s what to expect in February: 

  • Ad Unit Import Tool: MAX Ad Unit import tool enables developers to automate the migration of MoPub ad unit waterfalls without the use of our Ad Unit Management API. This allows developers to save time as they update their ad unit configuration across different ad units and waterfalls.
  • Support for FireOS: Developers with FireOS apps will be able to use MAX to access the officially supported mediated networks and AppLovin Exchange DSPs in early February. If you are ready to migrate and already on FireOS, please reach out to us. We’re already live testing there and can include you early before a public release.
  • Advanced Waterfall Segmentation Support: MAX currently supports the creation of individual waterfalls by segmentation of Limited Ad Traffic. This next iteration will enable developers to create waterfalls based on the custom segments and keywords that they define on the SDK side. Developers can create custom audiences to package their inventory for their direct advertisers or their monetization partners to maximize yield and gain granular control of their monetization tactics.

Developers should update to the latest version of our 11.0.0 SDK to benefit from any of the features above and refer to our documentation page, which is now publicly available for our partners to access.

There’s still time to migrate to MAX. Learn more here on MAX’s automated testing suite and how MAX differentiates from all other solutions in the marketplace.

Idil Canal is General Manager of AdTech Solutions at AppLovin.