Denis Kravchenko, CTO and co-founder of AdtoApp, refers to the platform as the facilitator of an “auction of auctions” designed with publisher revenue in mind.
“An ad network has a conflict of interest: Either they lose their profit margin for the sake of the publisher or they increase their profit margin by discriminating against the publisher,” Kravchenko said. “But the whole point of mediation is to make ad networks compete over inventory.”
A big part of that means paying attention to local conditions on the ground, something Kravchenko said most ad networks don’t take into consideration.
While app publishers generally endeavor to make their games as global as possible – which, in essence, means making them as localized as possible to specific regions – not all ad networks are strong in all countries, especially in emerging markets.
“The demand structure in Namibia, say, is going to be very different from the demand structure in a place like Pakistan, for example,” Kravchenko said.
Take a mobile video ad network like Opera Mediaworks-owned AdColony, he said. AdColony’s access to demand is strong in the US, but far less so in Russia, for example. To get the best results in Russia, a regional mobile ad platform like Mail.ru would probably work best. To get the best results overall, a publisher would need to be plugged into and constantly monitor multiple networks.
That’s the headache AdtoApp claims to help relieve. According to Losman, EmojiNation’s fill rate is up near the 100% mark since installing AdtoApp’s SDK, and eCPMs went from around $1.50 to the neighborhood of $3.50.
Of course, 100% fill rates can have a negative impact on overall ad quality. Just because 100% of impressions were executed and paid, it doesn’t mean the ads that filled those spots were of high quality.
But Losman said DigitalClick’s monetization efforts haven’t had a deleterious impact on the number of daily active users, which remains steady. At the same time, monthly ad revenue increased from $10,000 or $20,000 to between $30,000 and $50,000.