AD NETWORK INSIGHTS REPORT Three important questions about ad network mediation for publishers

For mobile app publishers, choosing the right ad networks to work with is an important part of maximizing revenue potential. In the complex and rapidly changing monetization industry, many publishers seek insights and best practices about how to drive more value from their ad network partnerships.

MoPub does not operate an ad network. Publishers use MoPub’s network mediation platform to work with 60+ native and custom native ad networks of their choice.

Note: Insights below reflect MoPub platform trends based on MoPub internal data. The ad networks listed below do not represent an exhaustive list. For the full list of supported network mediation partners, please reference our certification page at https://dev.twitter.com/mopub/network-mediation/supported-networks.

(c) 2016 MoPub, Inc. TWITTER, MOPUB and the Bird logo are trademarks of Twitter, Inc. or its affiliates. All third party logos and trademarks included are the property of their respective owners. The ad networks referred to herein are not associated, affiliated, endorsed, or sponsored by Twitter or MoPub. The data and information provided herein is provided "AS IS" and for information purposes only, and as such, it may not be accurate, timely, complete or error-free. Neither Twitter nor MoPub will be liable for and the user assumes all risk and responsibility with respect to any use of the data and information provided, and Twitter and MoPub make no warranty of any kind as to any results obtained from use of the data.

About MoPub

MoPub, a Twitter company, is the trusted, mobile-first monetization platform that powers a high-growth revenue strategy for mobile app publishers. MoPub’s platform ensures publishers earn more revenue by combining powerful ad serving, flexible network mediation controls, rich ad formats, and access to the one of the largest sources of advertiser demand, MoPub Marketplace. MoPub Marketplace provides mobile publishers with unparalleled programmatic revenue and highly relevant ads by enabling buyers such as demand side platforms to reach a high quality audience on mobile apps through a powerful interface, strict supply quality measures, and a transparent bidding experience. MoPub’s world-class service and years of proven expertise benefit both publishers and DSPs with insights to grow their businesses and adapt to their changing needs.

THIS IS A SUMMARY OF HOW MOPUB PUBLISHERS WORK WITH AD NETWORKS. FOR OPTIMAL RESULTS, CONSULT YOUR MOPUB TEAM FOR TAILORED RECOMMENDATIONS AROUND INTEGRATION AND REVENUE.

Although working with only large networks may seem sufficient for monetization, considering networks based on factors specific to a publisher’s user base and inventory tends to yield better results.

of all ad network impressions in Q4 2015 came from AdMob, Millennial, and Facebook Audience Network (FAN)

1 2 3 4 5 6+0

# o

f p

ublis

hers

53%of managed publishers work with 2-5 networks.

Working with the right number of ad networks can help balance revenue goals with resource management. 47%

*based on recent data

1. How are publishers working with ad networks?

2. How can publishers know if an ad network is effective?

Appnext FAN TapSense Yahoo

EUROPE

54%

A monetization strategy that employs high demand for the right ad formats helps lead to more revenue. Different ad networks delivered this demand across ad formats.

SHARE OF IMPRESSION VOLUME FROM THE TOP 3 REGIONAL AD NETWORKS IN Q4 2015

In addition to the large ad networks that appear across app categories, ad networks like Chartboost, StartApp, and FAN are also popular for some verticals.

*region: manually aggregated by MoPub based on data from the MoPub platform and includes top

countries only by impression volume

AdMob Chartboost iAd Millennial

AdMob Chartboost FAN Millennial

AdMob FAN Millennial TapSense

NORTH AMERICA

41%

SOUTH AMERICA

59%

AdMob FAN iAd Millennial

AdMob iAd Millennial StartApp

AD NETWORKS THAT DROVE HIGH IMPRESSION VOLUMES BY AD FORMAT IN Q4 2015

Appsfire FAN mobileCore Yahoo

AdMob Conversant FAN Millennial

AdMob ConversantiAdMillennial

U.S.

While large players are still present across formats, some specialized ad networks appear for specific formats by region.

Appnext FAN TapSense Yahoo

AdMob Chartboost FAN Millennial

AdMob FAN Millennial TapSense

EUROPE

GAMING MUSIC + ENTERTAINMENT SOCIAL

MIDDLE EAST

72%

MOST POPULAR AD NETWORKS BY APPS ACROSS VERTICALS IN Q4 2015

AD NETWORKS THAT DROVE HIGH IMPRESSION VOLUMES BY AD FORMAT AND SPECIFIC REGION IN Q4 2015

The top three ad networks in each region account for various shares of total impression volume and display a wide range of concentration globally.

NATIVE

FULLSCREEN INTERSTITIALS

(STATIC + VIDEO)BANNERS

NATIVE

FULLSCREEN INTERSTITIALS

(STATIC + VIDEO)BANNERS

NATIVE

FULLSCREEN INTERSTITIALS

(STATIC + VIDEO)BANNERS

Quality

Since advertisers invest more in high performance media, high CTRs typically translate to more revenue.

3. How can publishers maximize ad network performance?

NATIVE

FULLSCREEN INTERSTITIALS

(STATIC + VIDEO)

BANNERS

THE RANGES OF CTRS THAT WE SAW FROM PUBLISHERS IN Q4 2015 VARIED BY AD FORMAT

High

>0.85%

>5.40%

>2.35%

Neutral

0.15% - 0.85%

0.50% - 5.40%

0.50% - 2.35%

Low

<0.15%

<0.50%

<0.50%

Note: The following ad networks are listed alphabetically.

ASIA

59%

# of ad networks