Ad Mediation
Technology that manages multiple ad networks to maximize fill rate and revenue for each impression.
What is Ad Mediation?
Ad mediation is a technology layer that sits between a publisher's ad inventory and multiple ad networks, managing the process of selecting which network serves each impression to maximize revenue. A mediation platform evaluates available demand from all connected networks and routes each impression to the highest-paying source. It is conceptually similar to header bidding but is more commonly associated with mobile app monetization and can use various selection methods including waterfall, in-app bidding, or hybrid approaches.
Popular mediation platforms include Google AdMob (for apps), MAX by AppLovin, ironSource (now Unity), and for web, solutions like Mediavine, Raptive, and Ezoic effectively function as mediation layers by managing multiple demand sources on the publisher's behalf.
Why It Matters for Publishers
Mediation maximizes revenue by ensuring every impression is sold to the highest bidder across all available networks. Without mediation, publishers must choose a single primary network and accept whatever price it offers. With mediation, multiple networks compete for each impression, driving up prices through competition and ensuring high fill rates by having backup options when the primary network can't fill.
For web publishers, managed ad services (Mediavine, Raptive, etc.) provide mediation-like functionality by managing header bidding, demand partnerships, and yield optimization on the publisher's behalf. These services essentially mediate between dozens of demand sources to maximize the publisher's revenue.
Tips for Optimization
- Connect multiple networks: The more networks competing in your mediation setup, the higher your potential revenue. Aim for 5-10 demand sources with diverse advertiser pools.
- Use real-time bidding over waterfall: If your mediation platform supports in-app bidding or header bidding, use it. Real-time competition consistently outperforms sequential waterfall mediation.
- Monitor network performance: Regularly review each network's eCPM, fill rate, and latency. Remove underperformers and test new networks to keep your mediation stack optimized.
- Consider managed services: If you lack the technical expertise for DIY mediation, managed ad services handle all optimization for a revenue share. For many publishers, the net revenue from a managed service exceeds what they could achieve independently.