A few months ago we did a post called top 20 mobile ad networks that became very popular. This post describes each network in words which is very useful. However, we recently realized that app publishers need a better tool for comparing ad networks to each other.
We collected the main features of 18 mobile ad networks into the google doc linked here. There are 5 Spreadsheets: Payout/Revenue, Mediation Support, Reporting API details, ad formats and General information.
Below are the details of each section.
Mobile Ad Networks Payout/Revenue
This section contains details about what you will be getting paid for: the business model of each ad network, the payment terms, payout methods and thresholds. We recommend also reading – 5 secrets of Mobile Ad Networks to gain further insight about this section.
- Payment Model – this field indicates the commercial commitment made by the ad-networks – what are they actually paying for. Rev-share means that the mobile ad-networks pay a percentage of what they are making. It also means that you are only getting paid if they made any money regardless of the amount of ads you showed your users. Some ad networks indicate the share of the revenue they are paying. For example – if the table indicates 70% it means that the ad-network will be keeping $0.30 of every dollar paid by the advertisers after their deductions (read about deductions below)
- Campaign Types – this indicates how the mobile ad networks get paid. Since the payment model is mostly rev-share based you need to understand how your ad-provider makes money to understand what you are getting paid for.
- CPI – the advertiser is paying only after the user downloaded, installed and opened his app
- CPC – the advertiser is paying when the user clicks
- CPM – the advertiser is paying when the user sees the ad
- CPCV – the advertiser is paying when the user finished watching the video ad
- Minimum Payout – this field indicates the threshold you need to pass in order to get paid. Unpaid balances roll over to the next month.
- Payment Term – mobile ad-networks don’t pay you immediately but rather wait a certain period of up to 2 months to pay. NET 30 for example means that revenue that was made during March is paid on May 1st – 30 days after the end of the month.
- Revenue Deductions – when an advertising company promises to pay a percentage of the revenue they mostly refer to “net revenue”. This means that after calculating how much revenue the ad-network made from the impressions related to your site they start deducting certain costs up to 40% of the revenue. “Sole Discretion” means that the ad network may apply a fixed deduction of x%. Let’s assume it’s 20% as an example this means that if your rev-share is 70% and the ad-network made $1, they may first deduct $0.2 to cover their costs and then the $0.8 is shared so you actually get $0.56 (70% of $0.8) for every dollar made. “Consistent” means that the ad-network is providing the exact amount they are deducting. “Limited” means that the provider is only deducting in certain categories that are provided in the notes below the table
- Links – for each ad network you will find a link to the publisher terms as well as to the payment FAQ page
This section provides a table of which mobile ad networks supports which ad mediation platform. a cell in the table indicates that the ad-network in the left column of the selected row is supported by the mediation platform on the top row of the selected column. Each cell can have the following values:
- SDK – this means that the both the mediation SDK and the ad-network SDK needs to be integrated and the mediation will also have an adapter to go along with each ad-network. This method id more popular compared to the alternative.
- S2S – this means that the mediation provider will pull the ads from the ad-networks servers and present them in your app. This method has limitations especially with video ads and advanced formats.
- Self – this means that the mediation provider is also the ad-network
This spreadsheet provides the details about the information available for automated reporting. This is important for companies who try to get further insight into their revenue using their internal BI tools. Here are more details about some of the fields:
- Timezone – this indicates the timezone of the report and is especially important when trying to reconcile discrepancies
- Data Update Lag – most mobile ad networks don’t make the data available in real time. This fields indicates how long the data is delayed and what’s the update interval
- Time Granularity – indicates whether the API allows to get the data fields per hour or just per day
- Other Dimensions – country, app, zone, user, traffic source, etc – a “yes” in this field means that the data can be queried for this dimension. For example, if the provider has a “no” in the “user” column it means that you can’t get the ad revenue or number of clicks per user.
- Data Fields – these are the fields you can get back in the response. For example a “no” in the “installs” column means that the ad-network will not provide the number of installs
This section indicates which ad formats are offered by each mobile ad network. For example a “yes” in “video” column means that the network offers video ads.
In this section you can find general information about the companies: How long they have been in business, where is the headquarters located, what platforms are supported and also links to their website and other useful pages.
We are interested in contributions for the spreadsheet. If you want to help us evolve this shared resource and keep it updated you will receive multiple karma points and likely to live a long life. Here is how you do it:
- Clone the spreadsheet to your own google drive
- Make the edits you want to make – add relevant references in the comments
- Share the cloned spreadsheet with email@example.com – make sure you give edit permissions as it allows me to see revision history
- I’ll notify you about the progress in email back to the email associated with your google drive. If you want to be notified to another email please provide it in the note when you make the sharing request.
If your company uses multiple ad-networks it’s important to know the ad revenue per user. Check out SOOMLA Traceback – Ad LTV as a Service.