Natalie Portier, Appodeal

Mobile Ad Monetization: State of the Market

(White Nights Conference St.Petersburg 2018)
The official conference website — http://wnconf.com

Transcript

1. Mobile Ad Monetization: State of the Market Natalie Portier
 COO / Evangelist
2. GDPR… Do I have to?..
3. 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
4. GDPR Credit: Mobile Dev Memo
5. Learn more: bit.ly/AppodealGDPR GDPR… Do I have to?..
6. Ads… Q1 2018, Trends and numbers
7. 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
8. 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
9. Ads… Q1 2018, Trends and numbers Performance Index 2018: bit.ly/AppodealWNJune2018
10. Monetization trends:
 In-app Header Bidding
11. 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
12. Ad Exchange Can Take a Position in Waterfall Too Flat Waterfall Ad Fill Order First Last Ads’ eCPMs Low High Ad Exchange
13. Maintenance Required LOW Ad Revenue Fillrate Ad Variety Results Special Powers 60+ Ad Demands in One Flat Waterfall Tiered Ad Placements
14. Maintenance Required LOW Weakness Special Powers 60+ Ad Demands in One Flat Waterfall Tiered Ad Placements Latency
15. Weakness Latency: the delay before a transfer of data
16. 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
17. Is Parallel Bidding really possible?
18. Ad Exchange Can Take a Position in Waterfall Too Flat Waterfall Ad Fill Order First Last Ads’ eCPMs Low High Ad Exchange
19. Ad Exchange Can Take a Position in Waterfall Too Flat Waterfall Ad Fill Order First Last Ads’ eCPMs Low High Ad Exchange
20. Results Parallel Bidding Impressions Revenue Impressions Revenue 20%
21. Results Parallel Bidding Revenue by Ad Networks + Parallel Bidding AD NETWORK 1
22. 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
23. Parallel Bidding Empowered SDK Available Now www.appodeal.com
24. Thank you! Natalie Portier
 natalie@appodeal.com Survey: bit.ly/AppodealWNJune2018