Use Ad Mediation or Get Left Behind

Use Ad Mediation or Get Left Behind

It’s simple; you need to work with multiple networks to maximize your app’s earning potential, which is a product of two measurements:

  1. Fill Rate — the rate at which ads are successfully shown to users.
  2. eCPM — a prediction of how much an ad network will pay per 1,000 impressions.

But, here is the catch…


Working with multiple ad networks can be a headache of migraine proportions. Of course, you can send manual requests to each network, but how will you know that you are choosing the network with the highest eCPM?

One solution is to create a back-end system that automates and optimizes the request process for you. Let’s take a high-level view:

  1. Gather historical data from each network to predict eCPM
  2. Create a request hierarchy with decision logic that is mapped to specific filters
  3. Optimize your request hierarchy according to eCPM and other network data
  4. Automate the system so that it does all of this in as close to real time as possible
  5. Maintain the system and update it whenever necessary, e.g. when you add a network.

Luckily there is an alternative…using a mediation platform


With a mediation platform, you create a “mediation stack” of the ad networks you work with and provide the parameters for how the platform will choose between them. Once the mediation stack is set-up, the platform will send ad requests to the networks according to their relative position until the requests are filled.

Mediation Diagram

The mediation platform maps the requests against filters, such as geo. It also optimizes the mediation stack for eCPM and other key network data for you. Therefore, you can be certain that your requests are filled with the most relevant, highest paying ads.

Maintenance is simple and usually a matter of clicks. Ultimately, your monetization strategy becomes semi-automated, providing you more time to optimize your app or create others.

Why is Adcash talking about this?


Our goal is to make your monetization strategy as streamlined as possible and don’t think that you should have to choose between Adcash and other mediation-friendly networks. That is why we have recently created an adapter that allows our SDK to be integrated with Admob and Mopub mediation platforms.

Now, you can benefit from Adcash’s global ad network while ensuring that your requests are filled on the rare occasion that we are unable to provide demand for your traffic. Our SDK and integration guides can be found here. Get our SDK today and stay ahead of your competition with Adcash!

Add to the conversation! With such a large network, there are bound to be a few great insights out there. Don’t keep them a secret. Comment below!

Kyle Buzzell

Kyle Buzzell

Content Manager

Psychology, sales and now marketing…Kyle uses his background and love of writing to create informative, engaging content for Adcash.

In-App and Mobile Web: A Comparison [INFOGRAPHIC]

In-App and Mobile Web: A Comparison [INFOGRAPHIC]

In-app time will continue to eclipse mobile by a ratio of almost 4 to 1 in 2016. With such an imbalance, it may seem like there is an obvious choice when deciding between in-app and mobile web…but, not so fast. Users have mixed feelings about when it’s best to use apps and mobile web.

Consequently, both environments will continue to have their place for advertisers in the foreseeable future. Ideally, you should probably be advertising within both. Alas, we don’t live in an ideal world where we have unlimited budgets to play with. More often than not, your budget will place constraints on your campaign goals and force you to make a tough call.

So, how do you decide when faced with an impossible choice? We don’t like tough calls either.

That is why we put together a quick comparison chart depicting where each environment typically outshines the other. As with anything else, this tool is dependent on context and that context is your budget and campaign goals. Factoring both with this chart will help you create a better strategy and know when to shift environments.

In-app and Mobile Web Quick Chart


in-app and mobile web

If you enjoyed this infographic and want a more detailed discussion about each point of comparison, check our blog post out here

Kyle Buzzell

Kyle Buzzell

Content Manager

Psychology, sales and now marketing…Kyle uses his background and love of writing to create informative, engaging content for Adcash.

6 App Monetization Options

6 App Monetization Options

Donuts are great. But, when it comes to choosing what donuts to have, it can be pretty difficult to commit to just one. It helps to remember that they are all basically the same, fried dough filled or topped with different forms of sugar.

That’s how I see app monetization models; they’re all slightly different, but all have their place. However, unlike donuts, they are not universally loved and it’s important for you to know the best ones to choose. The good news is that you don’t have to commit to just one.

To help, we’ve created a list of the most commonly used monetization models and the pros/cons of each. What does this have to do with donuts? Not much, but there’s always an excuse for donuts…enjoy the post.

The Rundown


The “pay to play” model; users need to pay before downloading the app. To be successful, the app MUST have a unique value proposition. Otherwise, users won’t pay for the app when there are free options.

But, it doesn’t stop there. The most profitable premium apps do a stellar job of selling their app’s unique value proposition through effective positioning. An app that is doing both things right is Calendars 5.

This alternative to Apple’s default calendar costs $6.99 (at time of writing) in the Apple store. It’s a “smart calendar” that incorporates tasks, human language, and reminders in an attractive interface. The listing page has rich screenshots, feature-focused sales copy, and user reviews that speak to its superior functionality (see Social Proof). Execution…Perfect.


  • Immediate monetization for app publishers and app marketers
  • User engagement is more likely when users pay
  • Doesn’t require in-app advertising: Results in a cleaner app interface
  • Developers are free to focus on refining and improving the app


  • App stores are extremely overcrowded: Positioning your app is difficult
  • App stores take a cut of the revenue (Apple gets approximately 30%)
  • It’s been estimated that 90% of paid apps are downloaded less than 500 times per day (cost limits user downloads)


A compromise between premium and freemium, this model is widely used by news outlets. The user downloads the app and is provided a free, but limited account. Often, the user is given curated examples and previews of full content that can be bought individually or through subscription with auto-renewal. The Economist does this exceptionally well.

The majority of their content is behind a “paywall”. While free articles are provided, they are limited to what an editor selects. Through them, the user gets a glimpse of what the Economist offers. The articles are provided to encourage the user to opt for the freedom that a full subscription provides.


  • Users get a taste of the full experience before spending their hard-earned money
  • Auto-renewals have the longest life: An old fact from print publishing days
  • An excellent opportunity to analyze content for triggers that will get users to pay


  • Difficult to find the right pricing model
  • Does not translate to all verticals
  • If the content is multi-platform, it is difficult to follow the same pricing logic


On the other end of the spectrum from the premium model, the app is free, but there are features or additional functionality that can be paid for. Sometimes, the user can “test” a feature or functionality at a point where it enhances their experience. Once finished, the user will be offered the feature for a fee.

Rovio’s Angry Birds is probably the most widely known example of a freemium mobile app. As user progresses through the game, they can test “power-ups” that help them with specific challenges. After experiencing this, the users are more than happy to pay for the “power-ups” that are now behind a paywall.


  • Quickly build a large user base
  • Allowing users to “test” features encourages engagement (see Reciprocity Rule)
  • The model is super-flexible and can be used in almost any vertical


  • Offer too few features and users won’t be engaged, thus unwilling to pay for the rest
  • Offer too many features and it will be a challenge to convince them to upgrade
  • If the free app experience is poor, users will be turned-off

In-App Purchase

An extension of the freemium model, an eCommerce feature is added to your app that can be everything from diamonds needed to reach a level sooner to physical items that are actually shipped to the user’s door. Physical or virtual, the important point is that the goods are natural to the app experience.

Candy Crush Saga has mastered the art of in-app purchases. Initially, every player has five lives. Once the player loses all five lives, a 30-minute “time-out” is imposed before they get a new life. Luckily for users, they can easily buy a set of new lives for 99 cents. Candy Crush’s daily revenue is around $680 million (at the moment of this post). Yes. DAILY.


  • Profit margins are high for virtual goods
  • Works very well for games and eCommerce
  • It is easy to upgrade users from buying small goods to more expensive ones


  • App stores are asking for a share of the revenue of sold virtual goods
  • Apps are being asked for greater transparency and are facing legal restrictions to prevent children from making accidental purchases

Sponsorships/placements (incentivized advertising)

The least practised of the monetization models within the list, the product placement model requires product/app compatibility, tons of development time, and true partnership and trust between the advertiser and publisher.

If you’ve watched a James Bond movie recently, you’ve seen product placement at work. An advertiser wants to push a product, finds an app where it fits, makes a deal with the publisher, and the product is incorporated as a natural part of the user experience.

GymPact is a prime example. It rewards its users for goal completion, such as when a user completes a 30-minute run and is offered a relevant, sponsored reward.


  • The sky’s the limit for different ad solutions
  • High engagement potential from your user
  • Done well, it can contribute to good user experience and positive word-of-mouth


  • Developers are needed to customize the app for every campaign
  • Often involves revenue sharing: 100% trust between the two parties essential

In-App Advertising

According to a recent report, 70% of users won’t even pay $1 a year to avoid ads in apps. This is why in-app advertising is so widely used. It is an easy way to earn initial ROI. The primary goal is to grow your userbase and gather user information that you could sell to an ad network or app publisher, who will monetize your users.


  • Data rich, enabling hyper-detailed targeting for advertisers
  • Ad partners will provide advertisers, allowing you to focus on other things
  • People love free apps, your audience will grow quickly


  • Ads can damage the user experience because of intrusiveness or irrelevance
  • If the app is very niche or your partner ad network too small, demand can be hard to find

The Takeaway


Successful app publishers, and publishers in general, never rely on one monetization strategy. In fact, you’ve probably experienced apps that will use two or three of the models we described in tandem. The most important factor (one that we stress in almost every post) is to keep the user experience in mind when evaluating monetization strategies and choose accordingly. After all, how long do you continue using an app that makes you feel like it’s nickel-and-diming you at every turn?

With such a large network, there are bound to be a few great insights out there. Don’t keep them a secret! Add to the discussion and comment below!

Kyle Buzzell

Kyle Buzzell

Content Manager

Psychology, sales and now marketing…Kyle uses his background and love of writing to create informative, engaging content for Adcash.

How To Make Money With A Mobile App

How To Make Money With A Mobile App

So, you’re a developer. You know how to build mobile applications for different devices and platforms. You understand the importance of user experience and the pivotal role it plays in the success of your app. But, how do you get your investment to pay off? How can you actually make money with a mobile app?

The first thing you should probably understand is this: most apps, frankly, fail. Less than 1% of apps go on to become “financially successful”. But that, of course doesn’t mean that you shouldn’t try. To try and prevent your app from being consigned to the bottom of the pile, there’s some things you need to consider before you start building it.

Pick a platform

Make Money With A Mobile App – Step 1

Adcash In-App Monetization - Make Money With A Mobile App - Who Earns The Most?


The numbers show that, for the time being at least, iOS leads Android for revenue potential. While Blackberry and Windows Phone are trailing far behind, despite Microsoft offering incentives for developers to build apps for their platform. Although it’s tempting to jump to the conclusion that, because iOS is so far ahead of Android in terms of app revenue, there are still other things to consider.
Firstly, there are lots of indications that this revenue gap, between iOS and Android, is beginning to close. Secondly, the app development (or, specifically, review) process for iOS is notoriously long-winded and restrictive. For example, you can submit an app for approval, wait a few weeks, then just get a “No”. No feedback, no pointers, nothing. Meaning you have to go back and figure out what needs fixing yourself. This takes time and time, as the saying goes, is money.

Choose a category

Make Money With A Mobile App – Step 2

Adcash In-App Monetization - Make Money With A Mobile App - Who Earns The Most?


So, you think you’ve settled on your choice of platform, now it’s time to take a look at what app categories, typically, have the best revenue. It shouldn’t come as a massive shock that the list is headed up by Enterprise and Productivity Apps. Enterprise apps, for example, are backed up by huge, globally recognised brands trying to capitalise on the mobile market, giving their customers an extra touchpoint. Rather than monetizing through ads, they’ll monetize through in-app transactions.

What is surprising though is just how high up the list Other categories appear, meaning, applications that fall into small, niche categories that are sometimes hard to define. This likely because, in all of the many, many small categories that fall under Other it’s much easier to stand out and make an impact.

Perhaps another surprising observation is just how low Games appear in the list, with only 17% of apps making the grade. This is likely because of the sheer number of games and their popularity with hobbyists, dragging down the numbers. With mobile games, it can be very hard to stand out from the crowd, unless you have impeccable timing or can leverage the power of social media (and other channels) to make your app a viral hit.

Find a format

Make Money With A Mobile App – Step 3

As mentioned at the beginning of the post, user experience is a vitally important part of making sure your app is a success. When monetising your application with in-app advertisements, you need to ensure that those ads don’t harm your users’ experience, that way they’ll keep using it and keep bringing in revenue for you.


Adcash Ad Formats - Mobile Footer - Make Money With A Mobile App

In-App footer ads offer a great way of monetising your app, without intruding on the overall user experience. The ad itself sits at the bottom of the screen, out of the way of the main UI elements. Keep in mind when designing your app, if you plan to use this format, that you make sure the ad sits away from the main menu elements.


Interstitial in-app advertisements offer another really great of monetizing your app. It gives you all the screen real-estate you need in the app itself to let your design and development really shine, without having to accommodate banners. You can, for example, use loading screens to serve interstitial ads, meaning that the ad is being served naturally, with the intended “flow” of user experience.

Adcash Ad Formats - Mobile Interstitial - Make Money With A Mobile App


Video is an incredibly powerful new frontier for mobile app monetization. It’s already creating a lot of buzz and there are many predictions being made about ad spend shifting towards mobile video. In-App Video behaves in a similar way to the interstitial format but using a video, rather than being a static image. Again, it doesn’t interfere with the user experience and, with relevant, targeted ads, it can actually enhance it.

Adcash Ad Formats - Mobile Video - Make Money With A Mobile App

Now, the only thing left is to choose your app monetization partner!

Adcash on Mobile

Adcash on Mobile

Introducing the Adcash App

The Adcash app has arrived! At Adcash, we think that the future is mobile which is why we decided to give our customers a mobile application. Our new app allows our customers to access and monitor their account all from the comfort of their mobile device.

The Adcash app is currently available for iOS and Android and allows users to:

  • Monitor campaign performance.
  • Manage and add funds to your advertiser wallet.
  • Request a payment.
  • Setup and manage wallet alerts.

We’ll be continuously improving and developing this as a product, to underline our belief that being “device agnostic” is truly the way forward; our customers should have the same level of control regardless of where they are in the world, or what device they are using.

Mobile insights

Something that the whole development process for our own app has given us is a deeper insight into the processes and challenges involved in building a multi-platform app. We’ll be using the knowledge from this and feeding that back into other areas of our business helping us to deliver a better product and service. This means simpler, more stable ad integration for our publishers and better campaign performance for our advertisers.

We also looked very closely at mobile trends and asked ourselves “Why? Do we need to build an app?”. After looking at some data and studies, the answer was very much a resounding “Yes, because the future is mobile’’. Take, for example, a recent Pew Research Center study, revealing that 64 percent of Americans have a smartphone, almost double the 2011 figure.

Tipping the balance

And the compelling arguments don’t end there. Talk of there being a “tipping point”, the point at which mobile becomes bigger than desktop, has been going on for a while. Well, it’s not coming, it’s already happened! Not only are there now more mobile users than desktop users globally, but more of those people are turning to mobile as their primary (and only) device.


Although analysts at IDC have recently lowered their growth estimates for smartphone market in 2015, from 11.3 to 10.4 percent, year-over-year (mainly due to a maturing of the Chinese market), that still represents a massive number in terms of devices sold. IDC Program Director Ryan Reith explained, “India has captured a lot of the attention that China previously received and it’s now the market with the most potential upside.”

This all leads us back to the firm belief that the future is mobile. We’re happy to embrace this shift and are actively involved in making sure that both we and our customers have the tools needed to be involved in these changes.

Got an idea or some product feedback? Let us know in the comments! If you want to stay updated on the latest product developments and related news, follow us on Twitter, like us on Facebook or check out our LinkedIn page.

What are you waiting for? Get your Adcash App today!

Mobile Advertising – The Adcash Plan

Mobile Advertising – The Adcash Plan

Smart devices are becoming ever more affordable. There’s been talk for years of the world becoming “mobile” but we’re very close to that being a reality. Now, mobile devices outnumber people and more people are choosing mobile over PC as their daily driver. The trend is clear: everything points to mobile. As the Mobile Product Manager here at Adcash, it is my responsibility to find and act on these new trends.

Since starting in April 2015, my goal has been to give mobile advertising the attention it deserves, because our phones are the most intimate devices we use. I want to make sure that what we offer reflects that. The mobile advertising world is ever-changing, so keeping ahead of that is a challenge. With this in mind, let’s take a look at what we’re doing.

Mobilizing our team

Right now, a major focus of our global team is on growing our mobile business. That is why we have sales, support and developer staff spread throughout Europe: Bulgaria, Spain and of course, Estonia.

The winning formats

Right now, Adcash offers a complete menu of mobile web and in-app ad formats: in-app alone has Footer, Interstitial, Video, AppInstall, Native and Rewarded Video formats. 

The tools for the job

If you’re an app developer looking to monetize your app, we’ve developed some handy SDKs and plugins. We have an SDK for Android and two for iOS (written in Objective-C and Swift). In addition to that, we have app development plugins available for some of the most popular platforms, including: Xamarin, Unity, Cocos2d-x, Phonegap and Adobe Air.

All of these things are designed to make life easier for app developers to make money from their apps with Adcash. And speaking of making things simpler for developers…

Here to help

Mobile developers have two avenues of support: our developer portal with all the materials for our SDK and framework plugins, and direct developer support for those who get stuck or have questions. This premium-level support is provided to you free-of-charge. To qualify, you just need to be interested in monetizing an app with Adcash using one of our SDKs.

Adcash, on the go

It’s a mobile world and you need to be able to access your information on the go. Our mobile app for iOS and Android puts all the functionality of the page into a simple, mobile-friendly environment.

We have lots more in-store, but for now I’d like to keep some things under wraps. The growth of mobile advertising is something we at Adcash embrace and are looking forward to.

Giving mobile advertisers the chance to reach and target mobile audiences globally and publishers the simplest, most effective platform to make money from their apps.

We’re really proud of our growing list of mobile advertising partners, including Amazon, Uber, Lyft and AliExpress, to name a few, and we’d love to add you to that list.

Mobile advertising is the future, and we can’t wait!

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