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Mobile Ad Monetization: State of the Market Natalie Portier
 COO / Evangelist

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GDPR… Do I have to?..

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How GDPR Affects Your Company? Terms of Service Privacy Policy Yes, I Agree No, Thank You • GDPR applies to all businesses and organizations established in the EU or if you have Europe-based users
 • If you or your partners collect and store data, make sure end users are aware of it: • Display proper consent • Links to Privacy Policy

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GDPR Credit: Mobile Dev Memo

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Learn more: bit.ly/AppodealGDPR GDPR… Do I have to?..

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Ads… Q1 2018, Trends and numbers

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Jan Feb Mar $0.15 $0.17 $0.18 $1.57 $1.81 $1.83 $1.88 $2.28 $2.03 $2.61 $2.85 $3.00 Rewarded Video 
 Video Interstitial
 Rich/Static Interstitial Banner Ad Formats eCPMs (Q1 2018) Global Average Source: Appodeal’s Internal Data

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Jan Feb Mar $0.31 $0.37 $0.44 $4.59 $5.48 $5.97 $6.15 $6.67 $6.85 $12.00 $11.70 $13.05 Rewarded Video 
 Video Interstitial
 Rich/Static Interstitial 
 Banner
 Ad Formats eCPMs (Q1 2018) US Market Source: Appodeal’s Internal Data

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Ads… Q1 2018, Trends and numbers Performance Index 2018: bit.ly/AppodealWNJune2018

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Monetization trends:
 In-app Header Bidding

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1st Tier Waterfall Leftover Tier Waterfall Tiered Ad Placements Ad Fill Order First Last Ads’ eCPMs Low High Ad Fill Order First Last Ads’ eCPMs Low High

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Ad Exchange Can Take a Position in Waterfall Too Flat Waterfall Ad Fill Order First Last Ads’ eCPMs Low High Ad Exchange

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Maintenance Required LOW Ad Revenue Fillrate Ad Variety Results Special Powers 60+ Ad Demands in One Flat Waterfall Tiered Ad Placements

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Maintenance Required LOW Weakness Special Powers 60+ Ad Demands in One Flat Waterfall Tiered Ad Placements Latency

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Weakness Latency: the delay before a transfer of data

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Flat Waterfall Ad Fill Order First Last Ads’ eCPMs Low High Ad Exchange 2s Weakness 10 seconds SDK initialization 0.5s 0.5s 0.5s 0.5s 0.5s 0.5s 0.5s 0.5s

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Is Parallel Bidding really possible?

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Ad Exchange Can Take a Position in Waterfall Too Flat Waterfall Ad Fill Order First Last Ads’ eCPMs Low High Ad Exchange

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Ad Exchange Can Take a Position in Waterfall Too Flat Waterfall Ad Fill Order First Last Ads’ eCPMs Low High Ad Exchange

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Results Parallel Bidding Impressions Revenue Impressions Revenue 20%

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Results Parallel Bidding Revenue by Ad Networks + Parallel Bidding AD NETWORK 1

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Results Parallel Bidding 100% 7% 93% 100% Appodeal’s Ad Exchange Revenue Before Parallel Bidding Launched Two Weeks After Parallel Bidding Launched DSPs One Ad Network Powered with Parallel Bidding on 3 Apps 10% 90% One Month After Parallel Bidding Launched

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Parallel Bidding Empowered SDK Available Now www.appodeal.com

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Thank you! Natalie Portier
 [email protected] Survey: bit.ly/AppodealWNJune2018