Industry updates and news from the ad tech world
It’s been a transformational year for Fyber. We’ve been extremely privileged to share a string of exciting developments, from our own acquisition news, to the acquisition of Falk Realtime to strengthen our programmatic business, to the record number of new product developments that we’ve brought to the market – including the launch of our own programmatic exchange, the introduction of developer-friendly mediation bundles, and the roll-out of industry-leading pre-caching controls. In addition, just weeks ago we announced the expansion of our leadership team with the onboarding of Jim Schinella as CBO and Henrik Basten as CTO. We are pleased to share yet another exciting announcement with you today.
Our parent company, RNTS Media, has raised €100M in convertible bond, or $112 million, with an option to tap into an additional €50M, or $57 million, to further invest into the organization and fuel our ongoing growth. In addition, RNTS Media upgraded its listing to the Frankfurt Stock Exchange under the symbol ‘RNM’. This shift will allow RNTS to become much more accessible to the international investor community and opens up a broader range of investment opportunities to RNTS and its subsidiaries. To read more about the details of this announcement, please see the full story in VentureBeat.
For Fyber, these developments are an indication of great things to come, both for our company and its clients. We know that the ad tech ecosystem is busy, fragmented, and rapidly-consolidating. Our mission is to continue providing innovative solutions that set the bar for smarter ad monetization. The influx of capital will allow us to invest in technologies that cement our place as a leading full-stack supply side platform and allow us to scale as our business continues to grow.
In the coming months, we will be doubling down on Fyber’s growth strategy and evaluating acquisition opportunities that can help make Fyber an even better and stronger platform for our clients. We will be looking particularly at those that can help us accelerate product development or scale existing offerings.
There is no doubt that the year ahead will be our most exciting one yet. We can’t wait to share it with you.
Andreas Bodczek and Janis Zech
One of the key questions faced by developers when considering how to implement an ad monetization strategy is whether to build a platform in-house or partner with a third-party provider. At last week’s Casual Connect conference in San Francisco, we were excited to host a panel exploring this topic, moderated by our own David Diaz, VP Developer Relations.
The panel, entitled “The Mobile Monetization Dilemma: Key Considerations for Buying or Building a Monetization Platform In-House”, featured Mike Ouye, VP of Growth at FunPlus, Quincy Yang, Head of Business Development at Storm8, Jan Miczaika, COO at Wooga, and Adam Jaffe, a mobile marketing veteran, formerly of Social Point.
The panelists shared their perspectives, drawing on their own experiences at leading mobile gaming studios. Central to the discussion was how the panelists struck a balanced approach between having full ownership and control over their ad strategy and the effective use of internal or external resources to maximize the value of their mobile advertising.
Across the board, panelists agreed that working with a third party for the mediation portion of their ad strategy was the right choice for their studio. As Mike put it, “you’ve got to decide what your focus is. Are you trying to make games or trying to be a mediation layer? If you’re making games, focus on that. Because at the end of the day, if you have a bad game, the mediation layer won’t matter.”
Quincy added that deciding to partner with a third party for ad monetization was for Storm8, “definitely a resource decision,” as their engineering team needed to focus on making great games.
But the decision to work with a third party didn’t rest solely on resource and time savings. As Adam shared, his company found value in the optimization algorithm provided by Fyber’s mediation product, as it allowed them to maximize their returns across demand sources through an dynamic waterfall.
While the decision to outsource ad mediation may have been unanimous, this wasn’t always the case for each of the panelists. Moderator David, Fyber’s VP of Developer Relations, asked the group to define the “inflection point” at which they made the decision to outsource, rather than attempt to manage or build a mediation solution in-house.
Jan admitted that he and his peers didn’t initially think that maintaining a mediation layer would be so challenging. “But once you find yourself having to plug in to various reporting APIs to fetch country-level data, it gets difficult quickly. So we decided to go with a mediation platform.” He added that his team, “hoped that in the long-term a mediation provider would be able to provide a better view of the market. For example, if we wanted to launch a game in China, our partner would be able to provide guidance in how to approach monetization in that region, rather than having figure it out on our own.”
Adam echoed this sentiment, explaining that for his studio, “it simply came down to resources and time. It’s extremely time-consuming having to calculate eCPM by country, which makes it difficult to determine true value. Also, the upside is so negligible. It’s not worth the savings to build a mediation solution in-house”.
What not to outsource?
Next, David asked the panel which parts of their platform they would more than likely never choose to outsource. The resounding theme across the board centered on user data. Panelists agreed that it was important to each of their respective studios to build BI systems in-house and maintain them internally. “We really treasure our user data,” Mike explained.
Selection & implementation are key
Turning back to advertising, the group discussed the importance of ad network selection and implementation in maximizing returns. Jan explained that selecting the right ad networks “depends entirely on what kind of traffic you have and what geos you are focusing on.” Mike added that he would “encourage people not only to talk to different networks, but more importantly, to test them. Test everything.”
Adam chimed in, “yes, we’re here to make games, but we’re here to make money as well. If you want to integrate ads into your title, you should take this into account from day one. It’s an extremely important piece of your overall business strategy that everyone should absolutely think about from the beginning.”
When asked to reflect on some of the best ad integrations that they had seen in the mobile gaming space, the examples consistently centered on those that provided a great user experience. For example, Quincy described a game which succeeded in establishing a great exchange rate for rewarded advertising. “When I engage with the ads, I feel that the reward I’m getting in return is a fair exchange for my time. In that sense, it doesn’t feel like traditional advertising. The choice is mine. I can pay, I can watch an ad, or I can simply keep going.”
Jan also echoed the importance of developing a smart rewards strategy. “I don’t think enough people think about the rewards that they’re giving. Consider how you can trigger an IAP by giving a reward. Provide your users with a small taste of what they can get.”
We want to thank all of the panelists that joined us at Casual Connect, as well as all those that attended the session! In case you missed us this time around, we hope you’ll keep in touch at an upcoming event. Our team will attending dmexco in September, so if you’d like to set up a meeting, please contact us at [email protected].
Casual Connect SF may be over, but we’ll always have the memories! Our team had an amazing time at the show, connecting with familiar faces and making new acquaintances. At the booth, we were excited to share all the latest and greatest from Fyber, including our new advanced pre-caching controls – an industry first!
After hours, we had an incredible time hosting our friends at the Fyber Blue Lights Party. Fyber’s signature look took over the Infusion Lounge in San Francisco, with everything decked out in a “Fyber Blue” glow. From the Fybertinis, to the photobooth props, to our glow-in-the-dark play zone, to the bar itself – everything gleamed Fyber Blue.
Thanks to those who made it out – we had an amazing night and hope you did too! Want to stay in the loop for future events? Be sure to sign up for Fyber News – we look forward to seeing you again soon!
Fyber is happy to announce the latest addition to our leading Mediation product: Advanced video pre-caching controls. The new controls are an industry first, designed to offer developers maximum control for a better user experience, with a reduction in data and memory usage, loading times, and an overall improvement in app performance. The new controls will be rolled out in the coming weeks.
Helping you create amazing user experiences
Every day, we see our developer clients push the envelope to offer state-of-the-art experiences to their users. Apps now use more advanced graphics engines, and multiplayer PvP games are increasing in popularity. However, these advancements are limited by memory constraints. In addition to content updates, 3rd-party service SDKs are always initialized when an app starts. SDKs for tracking, analytics, and ads – including video pre-caching – put a strain on devices causing slow loading times, high memory usage, and poor app performance, which impede user experience. We recognize that developers need more control over how video assets are downloaded so that they can continue to provide amazing user experiences. Fyber’s advanced controls will offer two pre-caching options that benefit developers:
- Choose when to pre-cache videos: Initialize ad networks and pre-cache video ads at the right time for your application, after other assets have already downloaded. This reduces memory strain and loading times during app start.
- Initialize only the ad networks you need: Decide how many ad networks are initialized in your app, based on performance and network priorities. In the Fyber dashboard, you will be able to specify the exact number of networks you would like to initialize with regard to ad format and connection type (wifi vs. cellular). Fyber’s optimization algorithm then predicts the average eCPM of each network and initializes only the top performers, taking into account any pre-defined direct business terms.
Ready to improve your UX? Meet us at Casual Connect. Our team will be available to answer all your ad monetization questions. Find us in the Continental Ballroom, booth #102!
We’re pleased to share today the appointment of two new members to Fyber’s leadership team: Jim Schinella as Chief Business Officer and Henrik Basten as Chief Technology Officer.
We are excited to welcome on board two executives who bring a wealth of experience to our organization. We truly believe that in order for Fyber to continue paving our way to become a leading full-stack supply side platform, it’s important to put the right people in the right positions – those who have worked in the industry before and have demonstrated a proven track record of success. With both Jim and Henrik, we feel that there could not be a better fit.
Previously serving as co-founder and CTO of Falk Realtime, a rapidly-growing ad tech company which Fyber acquired in April 2015, we felt that Henrik Basten was a natural fit to take the helm of Fyber’s technology team. During his time at Falk, Henrik was responsible for the development and strategy of the company’s platform. Prior to this, he served as Experian’s German Head of Technology and Operations, and as CTO and MD at United MailSolutions. At Fyber, Henrik will lead the end-to-end engineering and management of Fyber’s platform. We are confident that under his leadership, our team will continue to make strides in serving app developers, publishers, and advertisers with the most innovative advertising and monetization solutions available. Henrik will be based in Fyber’s Berlin headquarters, assuming the role from current CTO, Markus Knoke, who has been instrumental in successfully building out Fyber’s engineering infrastructure and resources over the past five years.
But of course, we know that the mission to build a strong technology must be matched with an unwavering service commitment to our clients, which is why we’re happy to welcome Jim on board to lead Fyber’s commercial business efforts. As Chief Business Officer, Jim Schinella joins Fyber with over twenty years of digital media experience. He will be based in Fyber’s San Francisco office, where the majority of publisher growth and strategic business development operations are based. Jim has served as a leader at numerous digital media companies, and his impressive portfolio includes managing Yahoo!’s Right Media Exchange and broadband business, as well as leading the affiliate search network and North American business development for the company. He also held business development and sales roles for AOL and Netscape, and was previously CEO and founder of Manilla.com, a bill management service funded by the Hearst Corporation. At Fyber, Jim’s primary focus will be to expand its global business and continue solidifying the company’s role as a leading mobile supply side platform for freemium applications and games.
We believe that the appointment of these two outstanding individuals to the Fyber leadership team demonstrates our serious commitment to further accelerating our technology, platform, and commercial partnerships as we continue to pave the way as a leading full-stack supply side platform. We are thrilled to welcome Jim and Henrik on board, and feel confident that they will help shape Fyber’s future and make solid contributions to take us to the next level.
Andreas Bodczek & Janis Zech
Ad mediation has become an increasingly popular tool among app developers over the past couple of years – and for good reason. Consumer willingness to pay for apps remains low, while mobile engagement is on the rise, creating an environment ripe for advertisers. Indeed, mobile advertising spend has seen exponential growth in recent years and is only projected to increase further. This demand has flooded the marketplace with ad networks and exchanges, creating a fragmented ecosystem which is difficult for developers to navigate. Individually integrating each ad network consumes precious resources, limits a developer’s options, and puts them at risk of low revenue or fill if the selected networks cannot scale with the app or offer the performance the developer was seeking – not to mention that the fact the demand from each network isn’t optimized. Mediation has entered the marketplace to address that concern.
Mediation allows developers to access and manage a wide array of demand sources, while maintaining direct contractual and financial relationships with the partner ad networks to ensure complete transparency. Mediation also simplifies the integration and maintenance of multiple networks through a unified SDK, and provides a centralized platform to analyze and adjust one’s strategy post-integration. For example, if a strategy change calls for new geo-targeting, or a high-DAU app wants to integrate additional formats to further monetize their users, mediation enables the developer to easily add or remove networks, without a deep and time-consuming dive into the code. But while the benefits of mediation are clear, selecting an appropriate provider is still an extremely important task. We’ve put a list of the top things to consider when selecting a potential partner.
1. Breadth and quality of demand
The first thing to look at when reviewing a potential mediation partner is the breadth and quality of their demand sources. How many partners do they work with? Do these demand partners cover all of the ad formats and geos that you are interested in? Are they industry-recognized and have a track record of success? After all, consolidation of fragmented demand into a single, unified platform is the primary selling point of mediation. You want to ensure from the get-go that your partner can provide you with wide array of demand options, so you’ll be covered no matter how your ad strategy may shift in the future.
2. Demand agnosticism & optimization
To ensure that you maximize your ad revenues, you should work with a mediation partner that will optimize your various demand streams to serve you with the highest-paying ads. It’s important to select a partner that does not favor any particular demand source (especially their own) and is committed to serving ads with the highest eCPMs across all available sources. Be sure to ask how the provider prioritizes demand – do they offer optimization? If so, how does their algorithm work? If a traditional waterfall model is employed, you may risk cycling through a number of potentially lesser-paying ads before moving on to the next available network. For example, Fyber employs a predictive algorithm that estimates the performance of each ad on a campaign-level, rather the demand source-level, by using statistical modeling based on user data, ad impressions, ad network revenue, and real-time network performance.
3. Ease of integration and maintenance
Creating a great app is challenging; integrating your mediation provider shouldn’t be. Ask your prospective partner how their integration process works, as well as how they manage technical updates from mediated partners. Does the mediation provider maintain the integration technology for each partner, or would you be required to update adapters or integrations each time an ad network updates their SDK? Fyber offers mediation bundles that allow developers to integrate only the networks that they want, minimizing unnecessary files that weigh down the app. Each bundle includes all the components developers need for integration, including the adapter, the ad network SDK, and its associated libraries. This approach not only minimizes integration time, but also improves quality by eliminating the chance of version mismatch. Not only are all bundles thoroughly tested and certified by Fyber’s internal team of engineers, we also provide ongoing adapter maintenance to ensure the stability and reliability of our clients’ integrations, saving precious engineering time and resources.
4. A single, unified dashboard to manage your strategy
One of the primary hassles of not working with a mediation partner is the stress of having to consult multiple dashboards from different ad networks. Not only is this messy and time-consuming, it can also lead to an error in reporting, as different networks will often report the same metric in slightly different ways. For example, one network might define an impression as the moment the first pixel of the ad shows, while another may measure it only when 51% of the ad has displayed. This will result in minor, yet significant differences in the way eCPMs of each network are calculated. To avoid having to manually standardize KPIs, it’s important that your mediation provider offer an easy-to-use dashboard that not only centralizes reporting, but provides a fair, “apples-to-apples” comparison of your various partners by normalizing the metrics provided by each.
In addition, ask your potential partner what kind of controls they offer to manage your demand preferences. For example, Fyber provides the ability to define demand priority rules directly from the dashboard on the serverside, so clients can execute on direct deals by top-ranking a particular network without touching a single line of code.
5. Ability to stay in control, but benefit from expert guidance
Mediation empowers developers to stay in control of their ad strategy by executing direct deals with their mediated ad partners. The appeal of this approach is that it allows you to nurture long-term relationships and consistently pursue the best opportunities for your business. However, a great mediation partner should still offer guidance in terms of which ad networks to work with and how many, based on the goals of your monetization strategy (e.g. geo-targeting, preferred formats, etc.) Your account manager is also one of the most valuable tools to growing your revenue: He or she can offer guidance in format and network selection, as well as tips on ad placement, rewards, VC exchange rates, frequency, or pacing. There are many ingredients that contribute to a winning monetization strategy and having an experienced guide is key, so ensure that your mediation partner has a demonstrated a track record of success and offers a dedicated team of account managers who are experts in their field.
This week, we sat down with Fyber’s Director of Product, Programmatic, Lars Radmacher. Based in Berlin, Lars and his the team are the driving force behind Fyber’s Programmatic Exchange, which launched earlier this year and was further strengthened by the acquisition of Falk Realtime. The launch of the exchange not only allows advertisers to better target the premium, in-app inventory offered through Fyber’s SSP, but also offers our publishers the opportunity to maximize their eCPMs, boost fill, and open up their inventory to additional demand streams, all of which compete with mediated networks to serve the highest-paying ad. While Lars was visiting us in sunny SF, we took the opportunity to pick his brain on the current state of programmatic, where he thinks the industry is heading, and what both advertisers and developers need to know about this rapidly-expanding market.
TC: Let’s start with a broad question: What do you think is most relevant for advertisers to know about programmatic right now?
LR: I think it’s important for advertisers to really understand the broad capabilities of programmatic. First of all, programmatic makes it feasible for advertisers to reach close to all of their campaign goals by allowing them to select and target, on a per-impression basis, exactly the audience they are trying to reach. Secondly, from a technological point of view, programmatic provides the most efficient communication between systems. Finally, programmatic provides advertisers with transparency into exactly the kind of traffic they are buying, and ensures that they are bidding on unique inventory that wouldn’t be duplicated by another SSP. All of these capabilities help advertisers understand how they can spend their budgets most efficiently over all channels of supply.
TC: Over the past year, a lot of big brands have jumped on the “programmatic bandwagon”, so to speak. How do you think this influx of marketing dollars is going to affect the programmatic landscape in the coming year?
LR: There’s no doubt that we’re seeing huge growth in programmatic, particularly on mobile. Compared to the growth of classical ad serving, it’s gaining steam much faster. So for advertisers, this means that more and more inventory is becoming available, which allows them to better distribute their budgets across supply sources. Plus, programmatic technology enables them to achieve much more sophisticated targeting, reaching – on a per-impression basis – the right user, at the right time, in the right environment. Finally, there’s the efficiency aspect: Programmatic simply makes it easier for advertisers to purchase exactly the inventory they are trying to reach, in an automated fashion.
TC: Are there any ad formats that you think will see particular growth?
LR: In the early days, the focus – and indeed, the reputation – of programmatic was to fill remnant inventory. In other words, to deliver lower-paying ad units, such as banners, that were intended to fill whatever leftover inventory the publisher had after cycling through other demand sources. However, as programmatic technologies have matured and the industry is realizing the many benefits of RTB, there has been a shift towards the programmatic buying and selling of higher-quality ad formats. Publishers are beginning to see that programmatic isn’t just about fill; Rather, it enables a more efficient and targeted selling of all kinds of formats, including video, full-screen interstitials, rich media, and native ads. But part of what is influencing this shift is not only the move towards higher performance formats, but also towards more premium inventory. Publishers, understanding that they can achieve higher eCPMs through the improved targeting offered by programmatic, are opening up their inventory and creating a marketplace that offers higher-quality and more unique traffic.
TC: Going back to what you had said about the reputation programmatic once had for primarily being a source of fill for remnant inventory – do you think that there is now a common understanding on the supply side, as well as the demand side, of its true capabilities?
LR: Yes, I do. On the supply side, I think that publishers are quickly recognizing that the programmatic landscape is changing and that it isn’t just about fill anymore. For example, it enables publishers to sell their premium inventory, without requiring the force of a dedicated direct sales team. In addition, it opens the door for smaller publishers to tap into the budgets of larger advertisers which they normally wouldn’t be able to access. Plus, the availability and growth of higher-quality formats is empowering pubs to take advantage of programmatic, without having to sacrifice user experience. And finally, the data transparency and granular targeting afforded by programmatic not only provides users with more relevant ad experiences, but also offers the potential to boost eCPMs for publishers as advertisers can buy into exactly the audience that is valuable for them.
TC: Speaking of transparency, do you think that programmatic is delivering on its goal of increased transparency?
LR: Yes, I think it is, for sure. Particularly in the in-app environment, I think that publishers are very flexible and well-educated on the capabilities of programmatic, and how to maximize these to both their benefit and to the benefit of the advertiser. As we all know, programmatic can only be successful if publishers are willing to share certain data points with their demand partners. But I think that publishers truly recognize the value of doing so and are willing to test which kinds of targeting work best for their inventory. In the past, higher eCPM deals were traditionally executed through the direct sales. But in order to achieve this, publishers have to employ in-house sales teams, which costs both time and money. Programmatic takes this out of their hands, allowing them to optimize the sale of their premium inventory, without having to manage it directly. As a result, I believe that publishers – particularly those offering in-app inventory – understand the value of the data they have and are smart about controlling what to share, and at which price point to share it. I believe that they recognize that increased transparency opens them up to much bigger budgets from advertisers.
TC: Speaking of supply-side benefits, in your opinion, what are some of the biggest benefits of programmatic for a developer? And what are some things a developer can do to maximize their returns if they choose to sell their inventory programmatically?
LR: Again, certainly access to larger budgets. Particularly now that most agencies are using, or exclusively using, programmatic to execute their media buys. Second, increased efficiency, as the SSP manages all contracts with DSPs and provides optimization to ensure the pub is served with the highest-paying bid. Third, increased competition, which equates to better returns for the pub. By selecting the right SSP, publishers have the ability to open themselves up to hundreds of thousands of advertisers, many of whom bring larger budgets to the table that smaller publishers would otherwise not have access to.
TC: Final question. As we know, a large percentage of mobile advertising dollars are dedicated to user acquisition. What are some ways that developers can incorporate programmatic into their UA strategy?
LR: The benefit of programmatic to UA advertisers is that it really allows them to target exactly the kind of user they are trying to acquire. Based on the data shared by the SSP, you can specifically pick out the users you want to target, and access this kind of inventory at scale. Plus, third-party tracking providers allow you to go a step further and re-target your ads to the specific users you want to re-engage. This helps you build out a more robust and focused UA strategy, rather than hoping to reach your intended audience through a more traditional form of media buying.
Many thanks to Lars for sitting down with us! If you’re interested in joining Fyber’s Programmatic Exchange as an advertiser, please contact [email protected]. Developers that would like to learn more about the benefits of Fyber’s SSP, including our Programmatic Exchange, should reach out to [email protected].
Fyber’s Hector Almeida, Senior Developer Relations Manager EMEA, was recently invited to Chartboost’s Berlin and London Roadshow to share his thoughts on the state of the mobile app ecosystem and tips for successful ad monetization. Check out our highlights from the Berlin talk!
Welcome Hector – can you speak a little bit to the partnership between Fyber and Chartboost, and what this means for developers?
Hector Almeida: Certainly. First of all, I’d like to thank Chartboost for the invitation to their roadshow. We’re very excited to celebrate the new partnership between our two organizations, as this cooperation benefits publishers on both sides. On the Fyber side, our developer clients are now able to add Chartboost to their network mix. Similarly, Chartboost’s publishers are able to mediate and optimize their traffic through Fyber’s mediation solution. In both cases, the goal is to increase fill rates and eCPMs for our clients.
With titles like Clash of Clans and Candy Crush ruling the charts for the past few years, is the era of innovation in mobile over?
No, but the era of launching an app without a plan is over. In the past, developers could launch first, and then decide how to monetize on-the-fly. But nowadays, due to the increased speed that apps are brought to market, the stores are flooded with all kinds of titles that are competing for the same users. In addition, user behavior is also changing; Users are downloading and deleting apps in the blink of an eye. Publishers that don’t prepare a suitable monetization strategy from the get-go risk losing 50% of their users by the time they get around to implementing one.
Plus, innovation might not come in the form of brand new concepts, but rather in adding new features that makes the game more fun: Weapons, boosts, animations, designs, social features, etc. This is something you should also consider hand-in-hand with your monetization strategy: Are there specific features or rewarding rules that could be implemented to maximize returns? Creativity is really the key to deliver more fun to the users.
Should developers release multiple, varied games as a way to hedge their bets?
This can work in two ways. Publishers like Ketchapp have focused on releasing an array of games and have been successful. Other developers decide to focus fully on one title and invest all their marketing and production efforts into it. At the end of the day, the key learning for developers is to understand when a game is not moving forward and try a new title. They should not spend too long trying to save a sinking ship.
With limited time and money, how should developers choose which marketing channels to focus on?
Paying for performance campaigns is in generally the safest way to invest, as you only pay for results. It’s also important to seek expert advice to guide you on prices and estimations, and ultimately ensure that your strategy will work for your goals. I would also recommend speaking with developers of similar apps to see what’s working and not working for them.
How should developers evaluate their monetization options?
First of all, developers should analyze their audience: Where are their users coming from? What are their common interests, age, other demographics? Depending on these factors and the specifics of their game, developers should create a monetization strategy designed to complement, rather than negatively impact, the user experience.
If a developer does decide to include advertising in their monetization strategy, they should next consider which networks specialize in the kind of traffic they have. A best practice is to use a mediation provider such as Fyber to easily integrate top networks like Chartboost, manage their overall traffic, and optimize every impression on a per user, per country basis to sell it at the highest price.
How should developers analyze their players?
They should analyze their users by country of origin, age, gender, interests, spending cohort (high/medium/low payers or non-payers), average session time, and most importantly, lifetime value (LTV).
Once they’ve analyzed this data, the next step is to determine which ad network partners can best help monetize these specific user segments. Of course, if developers have any questions, Fyber’s team is happy to provide guidance and suggestions on the best performing partners for their traffic.
In your opinion, what’s the biggest mistake that mobile developers can make?
Hands down, launching an app without a monetization strategy and expecting that users will see and download it just because it’s good. With so many apps available, it’s hard to achieve visibility. Developers should create a viable UA and monetization plan from the very start, prior to launch.
Another mistake that I see is lack of demand diversification. Depending on your goals and the number of impressions you’re serving, a couple of demand partners may not cut it. It’s important to incorporate several ad networks into your demand mix – and these should be integrated from the very beginning, so that you can easily turn them on or off from your monetization dashboard. Remember, more partners mean more competition, which leads to higher fill rates and eCPMs.
The last mistake that I often see is when a developer integrates ad networks directly without a mediation platform. The problem with this is that they can’t optimize between demand sources. A good mediation platform, like Fyber, will analyze each ad request and direct it to the partner with the highest-paying bid. Plus, all reporting is normalized and centralized through a single dashboard, and mediation saves hours of valuable resources with quick integrations and ongoing adapter maintenance.
Thanks to Hector for his insights and to Chartboost for inviting us to their stopover in Berlin! If you have any questions on Fyber’s mediation solution or the ad networks that we work with, please reach out to your account manager or to our Developer Relations team to get started.
A few months ago Criteo announced that on September 15, 2015 they will retire Ad-X, their mobile install attribution platform. We’ve put together a short guide to lead you through the migration process!
As an Advertiser, what does this mean for me?
As of September 15, Ad-X will no longer be supported. This means that if you are currently using Ad-X as your mobile app attribution solution, you will have to migrate your campaigns to the replacement solution of your choice.
Criteo recommends to work with one of the following two partners to provide data continuity after Ad-X sunsets: Adjust or Mobile App Tracking (MAT) by Tune. You can find additional details in the migration support documentation from Adjust and MAT.
Fyber is fully integrated with both of the recommended solutions, and our account managers would be happy to introduce you to these, or any other 3rd party solutions we currently work with.
How will Fyber support this transition?
As a key user acquisition partner, we have prepared this FAQ to guide you through the various stages of the transition. Our account managers will also work closely with you to migrate all your campaigns to the solution of your choice.
As an Advertiser, what should I do to switch to a new solution?
The first step is to select a new mobile attribution solution that best suits your needs.
Fyber supports a wide range of attribution solutions, in addition to the two partners recommended by Criteo (Adjust and MAT by TUNE), so please don’t hesitate to contact your account manager to find out if we support your chosen solution.
Once you’ve selected your new solution, you will need to configure all install campaigns with your new attribution provider to begin passing installs.
How do I migrate my Fyber ad campaigns?
For new campaigns:
You simply need to provide us with the new tracking URL for each of your campaigns. Please provide us with this information if you plan on launching new campaigns with your new attribution provider.
For active campaigns that were previously set up with Ad-X:
After September 15, the Ad-X tracking URL for these campaigns will no longer work. To ensure that tracking is not interrupted, please let us know when you plan to migrate your campaigns. To support a seamless migration, you will need to provide us with the new tracking URL for all active campaigns prior to September 15. Your Fyber account manager will assist you in setting up the new tracking URL for each of your campaigns.
For past campaigns that you want to re-activate:
You will need to set up a new tracking URL and provide it to your Fyber account manager so that they can update your campaigns.
If you have any additional questions, please feel free to contact your account manager.
Happy birthday Fyber! Our team recently took time out to celebrate Fyber’s 6th anniversary – and what a year it was to celebrate! Not only have we grown from a fledgling start-up to a global team of over 250, it was also a landmark year for the company. From our re-branding to our big acquisition news, to our first M&A transaction and the launch of our programmatic exchange, the past 12 months have been full of pivotal milestones. To mark the occasion, we celebrated with dual parties on both sides of the globe!
In Berlin, our team enjoyed a beautiful sunset BBQ at the House of Weekend. Check out our video reel for highlights from the event:
Meanwhile in San Francisco, our North American team celebrated with cupcakes and a little photobooth fun at the Hotel Zetta!
We’d like to thank everyone who joined us in celebrating six years of success – we look forward to many anniversaries to come!