Pavel Golubev (Appodeal), White Nights 2015

Monetization: How To Squeeze Higher Payouts

From Ad Networks

$10

$2

Advertisers place bids:

$10

$2

Higher bid wins:

$10

$2

?

How much winner pays?

$10

$2

$2.01

Surprise! Surprise!

$10

$2

$2.01

Surprise! Surprise!

Unfair! But this is real life, folks.

$10

$2

How to mitigate?

$10

$2

Decoy:

$9

$10

$2

$9.01 $9

Advertisers are charged almost as much as they bid:

$2.01

• Published over 3000 apps on

Google Play & App Store since 2011



• 4.5M daily active users (DAU)




• Focus on ads monetization




• Focus on ads monetization

• Started Appodeal as in-house solution

0

35

70

105

140

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

Impressions, M Earnings, $K

3.7

3.825

3.95

4.075

4.2

Jan Feb Mar Apr May Jun

eCPM, Earnings per 1000 impressions

$10

$2

$9.01 $9

How to decoy?

$2.01

$10

$2

$9.01 $9

Appodeal is a decoy.

$2.01

What else can be done to pull higher numbers?

Pacing

Advertisers limit daily budgets.

Pacing


Mobile apps don’t play same rules as web.

Pacing


Mobile apps don’t play same rules as web.

Host as many auctions as you can!

Who wants to get better bids from brands?

Anyone cares collecting user data?

Age, gender, interests?

Selling to brands

1) DMP does not work


2) First hands data is valuable

Selling to brands


2) First hands data is valuable

3) Brands are looking for user segments, not app installs

Selling to brands

2 simple methods to collect user data

Selling to brands


1) Social networks

Selling to brands

1) Social networks

2) Rewarded surveys


Selling to brands

Forces ad networks to compete against each other to buy traffic from you.

динамическая медиация: максимальный fillrate, максимальный eCPM, максимальный

- forces ad networks to compete against each other to buy traffic from you

Dynamic traffic distribution: max fillrate, max eCPM, max earnings.

не нужно создавать и настраивать аккаунты в рекламных сетях

- dynamic traffic distribution: max fillrate, max eCPM, max earnings


No need to sign up on each ad network or configure accounts.

- no need to sign up on each ad network or configure accounts



Universal mega SDK includes all major ad networks.

- universal mega SDK includes all major ad networks




Automated ad network reports import and profitability analysis based on country, application and device attributes.

- automated ad network reports import and profitability analysis based on country, application and device attributes





Automated blacklisting.

- automated blacklisting






Seamless access to RTB exchanges and CPM campaigns.

- seamless access to RTB exchanges and CPM campaigns







Choosing between CPI, CPC and CPM based on user behavior.

- choosing between CPI, CPC and CPM based on user behavior








Immediate payouts (forget “net30” BS).

- immediate payouts (forget net30)









Removes seconds price auction effect.

- removes seconds price auction effect










Access to brands (up to $150 eCPM).

- access to brands (up to $150 eCPM)

- removes seconds price auction effect










Monetize right:

Pavel Golubev (Appodeal), White Nights 2015

Business

Transcript of Pavel Golubev (Appodeal), White Nights 2015