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Staying On Top Of Monetization: What We Learned From The Trenches

Published on 29 September 15
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Everyone knows the story of the rare cases of game success in the app store right? Lone developer builds a âfar-too-simpleâ game in his basement or with a few friends, it goes viral and blows up. He monetizes all of the possible ways he can and becomes filthy rich.

If youâre reading this, then you already know this isnât how it happens.
Staying On Top Of Monetization: What We Learned From The Trenches - Image 1
The truth is that monetization is an art, with lots of moving pieces, analytics and challenges.

Sometimes ads donât load, fill rates donât match up, videos take 6 seconds (or more) to launch, and analytics are off. Today weâve put together the top 3 ways you can build targeted data for a game app.

Targeted data is the key to monetization. So, letâs take the top 5 ways you can build it, and then serve ads that actually convert.

Challenge 1:

My network shows a 100% fill rate, but itâs only at 60%-70%

If the network is having trouble finding demand for your available ad impressions, you want to add more networks. Hereâs a few things that youâll benefit from when adding more networks to work with:

1. Fill rates influence eCPMs

A network will show a 100% fill rate, but what it typically means is Weâve filled everything we could. Knowing this means you may have way more to sell.

This is an essential data point when evaluating a network. If another network offers a better CPM or fill rate, it amortized across the total number of impressions delivered. If you calculate what youâre getting now, youâll be able to see easily if you should change networks.

2. Fill rates fluctuate over time

Depending on your network, different things affect fill rates. Over all these are external (traffic volatility) and internal (network size). Yield management is where the focus should be. Meaning, study constantly how to maximize revenue across ad flow channels.

The problem here is that one network can perform very well for a time (weeks or months) and then the eCPM may drop. To get the same level of revenue, the developer should be ready to switch networks and priorities quickly.

3. Negative ad quality impact by fill rates

Every time you have any problem with the network, youâve for to manage it. Good publishers understand the impression of the viewer is critical to the apps success. For example, if too much filling with unsold ads occur, it will negatively impact performance. Make sure your networks talk about this.

Challenge 2:

Iâm spending too much time managing all of the networks

Regardless of your size or revenue, this will always be a challenge. Managing the monetization is like having a second business on top of your first one. Spending time managing the commercial agreements takes time, which equals money.

Normally things get set up like this:

1. Set all of the networks up manually.
2. Try to set them to change as little as possible.
3. Rotate networks frequently (every few hours) .
4. Create separate waterfall for each country.

Each country performs differently, so this last one is critical for maximum revenue.

This is impossible for a human to do, so these tools take care of it for you.

Instead of managing all of these relationships manually, you can work with a company like AdToApp to take this workload off of your hands.

Challenge 3:

I like my network performance but the payment threshold is too high and they pay slowly.

These two separate issues may actually be resolved again by a mediation company, as we mention above. But there are two main things to remember about deciding whether to leave a network because of this:

1. Networks Income generating Methods

Some networks use affiliates, and may be waiting on them to pass payments as well. If this is the case, itâs important you look at all of the other factors about the network. You may decide to deal with it.

2. Ad networks that pay based on simple clicks or page views will most likely have shorter payment periods. You can run into exceptions, and you may see some changes to the revenue share based on how theyâre generating their income.

Over all, when working with a partner to select networks or have them served to you, keep these principles in mind.

Thereâs help for just about anything that can be monetized, like some of the things mentioned above. Choosing and managing your networks doesnât have to be an entire job role, if you get the help.






























Everyone knows the story of the rare cases of game success in the app store right? Lone developer builds a âfar-too-simpleâ game in his basement or with a few friends, it goes viral and blows up. He monetizes all of the possible ways he can and becomes filthy rich.

If youâre reading this, then you already know this isnât how it happens.

Staying On Top Of Monetization: What We Learned From The Trenches - Image 1

The truth is that monetization is an art, with lots of moving pieces, analytics and challenges.

Sometimes ads donât load, fill rates donât match up, videos take 6 seconds (or more) to launch, and analytics are off. Today weâve put together the top 3 ways you can build targeted data for a game app.

Targeted data is the key to monetization. So, letâs take the top 5 ways you can build it, and then serve ads that actually convert.

Challenge 1:

My network shows a 100% fill rate, but itâs only at 60%-70%

If the network is having trouble finding demand for your available ad impressions, you want to add more networks. Hereâs a few things that youâll benefit from when adding more networks to work with:

1. Fill rates influence eCPMs

A network will show a 100% fill rate, but what it typically means is Weâve filled everything we could. Knowing this means you may have way more to sell.

This is an essential data point when evaluating a network. If another network offers a better CPM or fill rate, it amortized across the total number of impressions delivered. If you calculate what youâre getting now, youâll be able to see easily if you should change networks.

2. Fill rates fluctuate over time

Depending on your network, different things affect fill rates. Over all these are external (traffic volatility) and internal (network size). Yield management is where the focus should be. Meaning, study constantly how to maximize revenue across ad flow channels.

The problem here is that one network can perform very well for a time (weeks or months) and then the eCPM may drop. To get the same level of revenue, the developer should be ready to switch networks and priorities quickly.

3. Negative ad quality impact by fill rates

Every time you have any problem with the network, youâve for to manage it. Good publishers understand the impression of the viewer is critical to the apps success. For example, if too much filling with unsold ads occur, it will negatively impact performance. Make sure your networks talk about this.

Challenge 2:

Iâm spending too much time managing all of the networks

Regardless of your size or revenue, this will always be a challenge. Managing the monetization is like having a second business on top of your first one. Spending time managing the commercial agreements takes time, which equals money.

Normally things get set up like this:

1. Set all of the networks up manually.

2. Try to set them to change as little as possible.

3. Rotate networks frequently (every few hours) .

4. Create separate waterfall for each country.

Each country performs differently, so this last one is critical for maximum revenue.

This is impossible for a human to do, so these tools take care of it for you.

Instead of managing all of these relationships manually, you can work with a company like AdToApp to take this workload off of your hands.

Challenge 3:

I like my network performance but the payment threshold is too high and they pay slowly.

These two separate issues may actually be resolved again by a mediation company, as we mention above. But there are two main things to remember about deciding whether to leave a network because of this:

1. Networks Income generating Methods

Some networks use affiliates, and may be waiting on them to pass payments as well. If this is the case, itâs important you look at all of the other factors about the network. You may decide to deal with it.

2. Ad networks that pay based on simple clicks or page views will most likely have shorter payment periods. You can run into exceptions, and you may see some changes to the revenue share based on how theyâre generating their income.

Over all, when working with a partner to select networks or have them served to you, keep these principles in mind.

Thereâs help for just about anything that can be monetized, like some of the things mentioned above. Choosing and managing your networks doesnât have to be an entire job role, if you get the help.

This blog is listed under Development & Implementations , Mobility and E-Commerce Community

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