Ad Networks Best Practices

Using the MoPub Refresh Rate

Publishers often forget to turn off the refresh rates when using 3rd party ad networks. MoPub should always handle the refresh rate for mediated ad networks. If the refresh rate is left on within a 3rd party ad network then MoPub will be unable to track the impression and report it back to them in the UI properly.

As a best practice, always test your network integrations to ensure they are properly working before going live. For a step-by-step guide to test your networks, please see our Self Testing Your Integration documentation for Android and iOS.

Using Key Networks

As a best practice, we recommend that publishers use a handful of key ad networks live to support the inventory.

We have found that when publishers use 5-6 ad networks, compared to many ad networks, they see better performance metrics.

The ad networks that we recommend are as follows:

  • AdMob: global inventory
  • Millennial: global inventory
  • MobFox: inventory in the UK, Germany, Austria, Switzerland, France, Italy, and Spain
  • Tapit: inventory in Australia, Canada, the US, Malaysia, the UK, and Germany

Testing Custom SDK Networks

As a best practice, always test custom SDK networks to ensure they are properly working before going live.

To test your custom SDK networks, go through the following steps:

  1. Make sure the SDK has been integrated into the application

  2. Confirm the custom method you are using to call this SDK

  3. Create a custom SDK network campaign on your Networks page and drop in the custom method for the applications and ad units.

  4. Create a promotional backfill campaign set to fill 100% of the time.

  5. Target the custom SDK network campaign and promotional backfill campaign to a test ad unit.

  6. If you see a fill rate 100% of the time, then you know the failover for your custom SDK network campaign is working properly.

International and US Ad Network Campaigns

As a best practice, we recommend separating an ad network campaign into a couple of different campaigns–one for United States and the others for your top geographies.

  • Ad networks send different eCPMs on an application and ad unit level depending on country.
  • As a result, publishers can better monetize their inventory if they break out their campaigns by their top geos and the United States.
  • If a publisher creates one network campaign, targeted to all of the top geos, a publisher is actually setting an average eCPM.

Updating Ad Network eCPMs

MoPub’s ad server prioritizes campaigns by eCPM, allowing us to give more space to the networks that are performing well at this very moment.

  • The system works like a waterfall – it will attempt to show ads to the highest eCPM ad network first. If it cannot fill, trickles down to the second-highest ad network, then the third, and so on.
  • We highly recommend publishers update the eCPMs for all ad networks on a weekly basis. Not doing so would result in the top performing networks declining in rank and thus a loss in revenue.
  • Since Marketplace competes directly with the ad networks, it’s best to have them accurately reflect what you’re getting paid in order to maximize revenue from both sources.

Ad Network Revenue Reporting

MoPub can automatically pull ad network revenue data from most ad networks that are supported. This is a very useful tool to help publishers save time. You will no longer have to go into each individual ad network to find eCPM, impressions, and revenue. Instead those numbers will be displayed in orange in the Networks Dashboard.

To enable reporting, navigate to the Networks tab > Select the network you would like to enable revenue reporting for > Select ‘Enable Reporting Access’ > Enter your ad network credneitals

MoPub will pull data each morning for the previous day. Note: since MoPub data is in real time, there might appear to be a discrepancy because of this.

Last updated March 04, 2019

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.

© 2019 MoPub (a division of Twitter, Inc.)