What is ad mediation?
Ad mediation is a service used by app developers to connect to multiple ad networks using just one tool, serving as an ad network organizer for devs looking to increase their revenue.
How does it work?
Ad mediation automates the optimization of the programmatic waterfall based on parameters set by publishers. When an ad request is sent, the mediation layer quickly decides which ad source will yield the highest CPM for that impression, and the optimal ad in that network is served.
The goal of ad mediation is to increase revenue for publishers by maximizing the monetization of ads, thus increasing the quality of ads served in any given transaction. By shifting ad sources around and making them compete for inventory, publishers are more likely to generate more revenue.
The model is also meant to keep publishers from needing to plug into multiple ad exchanges — instead, they can just plug into one mediation SDK (software development kit). This allows for more ad options without increasing latency.
In-app bidding is a type of ad mediation.
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