Some Emerging Ideas On Locating Necessary Factors Of Advertising

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How Talefun increased in-game advertising revenue by 20%

A clear path has emerged to take back the reins. According to Forrester, header bidding (an advanced programmatic technique) has resulted in a� 30-40% increase�in return-on-investment for mobile web publishers. Now, its time to ensure a similar move�takes hold�in mobile app�inventory. Forward-looking app publishers are reading the signs, and have realized that to continue operating with waterfall mediation leaves many untapped revenue opportunities. With more�of the�top 500 brands looking to spend advertising dollars in the mobile space and developments in�targeting�technology that pairs brand ads with players for whom they are most relevant, it's now possible more than ever for publishers to increase revenue. "We are excited about how bidding will create more transparency in the marketplace for publishers and advertisers" And this is what Talefun was hoping to achieve with Facebook's Audience Network.� Specifically, the�company�wanted to explore how to fulfil ad requests at the highest price,��through�real-time bidding�capabilities�while reducing�operational costs.� In the past, Talefun's best efforts were based on historical data for fill rate, CTR and eCPM, which change often and are hard to keep stable in different regions. Manually optimizing its waterfall also required significant operational resources, and�this�wasn't really posting satisfactory results. Last year, Talefun started integrating and testing bidding on all of their classic and game apps, which have a large active user base and rely on ads monetization. To get a clear understanding of the impact, they ran a sophisticated A/B test during the last quarter of the year with a sizable portion of their impressions wherein: - Group A: Audience Network is bidding, other demand sources are in a waterfall - Group B: All demand sources are in a waterfall What were the results? Talefun saw an increase of +20% in revenues from bidding (Group A). With increased efficiency in ad requests from bidding, the number of in-game ad requests went down, but there was a clear increase in competition with higher ad prices and efficiency in process optimization.

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