In the wake of Google's recent announcement regarding the transition to real-time bidding auctions completely and the discontinuation of responding to multiple calls in mediation, app publishers are faced with important decisions. Two prominent options have emerged:
- Transitioning maximum amount of buyers from SDK mediations to server-side auctions
- Gaining direct access to Google Ad Exchange
Let's delve into both of these choices to help you make informed decisions for your app monetization strategy.
The Difference Between SDK Mediations and Server-Side Bidding (Open Bidding)
The shift from SDK mediations to server-side bidding, also known as "Open Bidding" in Google's terminology, is akin to the transition from waterfall to header bidding. Server-side auctions offer numerous advantages, including simultaneous bidding, enhanced transparency, accessible win bid statistics, and a clear view of the initial advertiser bids and revenue distribution among intermediaries. SDK mediations demand substantial management effort, as you constantly need to prioritize based on eCPM, a time-consuming task. However, some providers like Google automate the prioritization using eCPM historical data – a feature known as Google dynamic allocation.
When considering Open Bidding vs. Header Bidding for Mobile (Prebid Mobile), it's important to note that Open Bidding is easier to implement, with Google having pre-established integrations with top partners. Nonetheless, you'll need to engage in agreements and partnerships with these major players. In some cases, delegating partnership management to Google-certified partners, such as Qt, can be a time-saving alternative.
Why Google Ad Manager Excels Over AdMob
Google Ad Manager offers several compelling advantages over AdMob, including enhanced ad formats, a larger amount of demand due to access to number of other SSPs, more ad inventory sales options (like private or direct deals), audience segments, and more extensive account management settings. Knowing when to make the switch to Google Ad Manager (GAM) is crucial for optimizing your app monetization:
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When You Encounter Irrelevant Ads and Aim to Enhance Ad Content: If you notice that your ads are not resonating with your audience, moving to GAM can provide more control over ad quality and relevance.
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When Fill Rates and Display Rates are Subpar: Thanks to built-in A/B tests, AI predictions, and dynamic allocation, GAM often delivers better fill rates and display rates, ensuring that your ad inventory is monetized effectively.
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When You Want to Expand Competition & Incorporate Additional Programmatic Demand Partners: GAM opens the door to a wider range of programmatic demand partners, increasing competition and potentially boosting your revenue.
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When You Require In-Depth Auction Analysis with Detailed Reporting: GAM provides robust reporting tools for professional troubleshooting, eliminating the need for extensive expertise or an entire AdOps team. Qt, as an MCM partner, can assist with this.
As a Google MCM partner, Qt can seamlessly connect your inventory to Google AdX and other top SSPs via Open Bidding, simplifying the process of optimizing your app monetization strategy. Trust Qt to help you navigate the complexities of real-time bidding and make the most of your app's revenue potential.
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