Mobile ads mediation

Mobile ads mediation DEFAULT

Ad mediation: Waterfall mediation, ad mediation networks, and mediation platforms

Ad mediation

Ad mediation is an app monetization solution which lets app developers manage and optimize multiple ad networks in one place, with just one SDK integration.

Ad mediation platform

Ad mediation platforms give multiple ad networks access to an app’s inventory, creating an arena in which ad networks must compete for their ad to be served. Higher competition among ad networks means competitive eCPMs and more ad revenue for app developers.

Waterfall mediation

Traditionally, ad mediation platforms use a ‘waterfall’ approach to optimize its ad networks, prioritizing and ordering ad networks according to total potential ad revenue. In this approach, when an app developer requests an ad to fill, the highest performing ad network is called until its ad pool is completely used up. Then, the system moves onto the next ad network until its pool is used up, and so on.

Ad mediation networks today

Today, however, advanced ad network mediation platforms use a ‘weighted waterfall system,’ assigning and prioritizing ad networks by weight. The ad network's weight is determined by the performance of one network in relation to others. This results in only the top pool of ads from each network being requested, which ensures that developers fill high-performing ads from each network first before moving on to lower paying ads.

In fact, developers report an average 40% increase in overall ad revenue from a weighted network mediation system.

Read our in-depth guide on mobile ad mediation.

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Advertising: Introduction

The Advertising module helps you quickly setup and show ads in your games. Here're some highlights of this module:

  • Supports multiple networks

    • This module allows showing ads from most of top ad networks: AdColony, AdMob, AppLovin MAX, Chartboost, Facebook Audience Network, Fyber (Heyzap), ironSource, MoPub, Tapjoy, Unity Ads and Vungle
    • Even more networks can be used via mediation service provided by AdMob, AppLovin MAX, Fyber, ironSource, MoPub or Tapjoy
  • Using multiple networks in one build

    • It's possible to use multiple ad neworks at the same time, e.g. use AdMob for banner ads, while using Chartboost for interstitial ads and Unity Ads for rewarded ads
    • Different configurations for different platforms are allowed, e.g. use Unity Ads for rewarded ads on Android, while using Chartboost for that type of ads on iOS
  • Automatic ad loading

    • Ads will be fetched automatically in the background; new ad will be loaded if the last one was shown

The table below summarizes the ad types supported by Easy Mobile for each ad network.

Ad NetworkBanner AdInterstitial AdRewarded AdRewarded Interstitial AdMediation
AppLovin MAX
FB Audience Network
Unity Ads

Ad Placements

An ad placement in Easy Mobile represents a specific "location" in your app where an ad is served. For example the "GameOver" placement can be defined as the "location" in your app where a game is over, and an ad is served. An ad placement is normally associated with an ad unit with a specific ad ID. Easy Mobile has several built-in ad placements including a default placement and other placements such as "Startup", "HomeScreen", "MainMenu", etc. You can also create more custom ad placements to suit your needs.

Grouping ads into placements provides an intuitive way to organize ads in your app and simplifies the implementation of flexible and sophisticated advertising strategies. It allows having more than one unit of a certain ad type (banner, interstitial or rewarded ad) of the same ad network. For example, you can use the default placement to show normal AdMob interstitial ads (and get paid!), while having a "Startup" placement to show AdMob interstitial house ads (at app launch), thus creating a free cross-promotion system for your apps!

Ad placements don't complicate things though. If you only need a basic usage of advertising, you can simply ignore all placement stuff when working with the Advertising API, and Easy Mobile will automatically use the default placement. Therefore, it's only necessary to provide ad IDs associated with the default placement when setting up ad networks (some ad networks may not even require such IDs). All other ad placements are optional and you only need to configure if you want to use any of them.

Default vs Non-Default Ads

A default ad of a certain type is the ad unit that belongs to the default network for that ad type at the default placement. For example, if the default interstitial network for the current platform is AdColony, then the AdColony interstitial ad at the default placement is the default interstitial ad. The rest are considered non-default interstitial ads. The same is true for banner and rewarded ads.

GDPR Compliance

We recommend you to read the Privacy chapter first to gain a comprehensive understanding of the tools and resources offered by Easy Mobile to help your app get compliant with GDPR, including the consent dialog and the consent management system.

Advertising is one of those services affected by the GDPR, because most ad providers collect user data to serve personalized ads. Most ad networks recommend requesting user consent for such data usage and serve personalized or non-personalized ads accordingly. Easy Mobile provides a native, multi-purpose dialog for collecting user consent for all ad networks or each individual ad network, as well as other relevant services, in a flexible manner. It also allows you to flexibily communicate the collected consent (apply the consent) to the Advertising module either at the module level or the vendor level.

Allowing the user to provide and manage consent for all services via a single interface (dialog) is advisable in terms of user experience, because the user may find it irritating being presented multiple dialogs asking consent for various things.

Module consentCommon consent applied to all supported ad networks in the Advertising moduleLower
Vendor consentConsent applied to an individual ad network, e.g. AdMobHigher

Consent is normally applied during the initialization of an ad network. Therefore it is important to collect consent before initializing ad networks. Practically this means collecting consent before initializing the Easy Mobile runtime. If there's a vendor consent specified for the current network, it will be used. Otherwise the module consent will be used. If neither was specified, the global consent will be used. In case no consent provided at all levels, the ad network carries out its initialization without applying any consent and will serve personalized ads (the "pre-GDPR" behavior). The table below summarizes how Easy Mobile configures each network according to the provided consent.

Ad NetworkConsent GrantedConsent RevokedConsent Unknown
AdColonySetting GdprRequired to 'true' and GdprConsentString to "1"Setting GdprRequired to 'true' and GdprConsentString to "0"Do nothing
AdMobDo nothing (keep serving personalized ads as normal)Setting "npa" key to "1" when constructing AdRequest to serve non-personalized adsDo nothing
AppLovin MAXCalling MaxSdk.SetHasUserConsent(true);Calling MaxSdk.SetHasUserConsent(false);Do nothing
ChartboostCalling Chartboost.restrictDataCollection(false);Calling Chartboost.restrictDataCollection(true);Do nothing
Audience NetworkDo nothingDo nothingDo nothing
HeyzapCalling HeyzapAds.SetGdprConsent(true);Calling HeyzapAds.SetGdprConsent(false);Do nothing
ironSourceCalling IronSource.setConsent(true);Calling IronSource.setConsent(false);Do nothing
MoPubCalling MoPub.PartnerApi.GrantConsent();Calling MoPub.PartnerApi.RevokeConsent();Do nothing
TapjoyCalling Tapjoy.SetUserConsent("1");Calling Tapjoy.SetUserConsent("0");Do nothing
Unity AdsCalling SetGdprMetadata(true);Calling SetGdprMetadata(false);Do nothing
VungleCalling Vungle.updateConsentStatus(Vungle.Consent.Accepted);Calling Vungle.updateConsentStatus(Vungle.Consent.Denied);Calling Vungle.updateConsentStatus(Vungle.Consent.Undefined);


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With 81% of gaming apps and 49% of non-gaming apps using it, in-app ads are one of the most popular monetization strategies among app developers. And with global mobile ad spending hitting $240 billion ー double the 2020 consumer ad spendー it is a very lucrative revenue stream for app developers. Increasingly, app owners are turning to mobile ad mediation tools to optimize their ad performance and revenues. But what are mobile ad mediation tools, and which ones should you use?

The need for ad mediation tools comes from the great availability of choice when it comes to ad networks. Although there are tons of great mobile ad networks for developers to choose from, there is a huge difference in their performance across different ad formats, countries, and many other factors. If you’re looking to maximize your revenue, this makes relying on a single ad network to serve ads to your app a poor choice in most cases. On the other hand, as the number of ad network SDKs you integrate into your app increases, it becomes increasingly difficult to effectively manage them.

This is where mobile ad mediation tools step in to give you access to demand from a variety of ad networks and help you manage them from one SDK. This translates into better fill rates and higher eCPMs due to the diverse demand from ad networks and competition between them for your ad slots.


Top mobile ad mediation tools




Admob ad mediation platform


AdMob is Google’s mobile ad network and unsurprisingly, one of the strongest players in the market. AdMob also offers a powerful ad mediation solution that integrates with 24 ad networks including many of the top mobile ad networks.

Admob mediation is commonly cited as one of the best ad mediation tools for beginners due to its ease of setup and access to a wide variety of demand sources.

Supported platforms: iOS, Android, Unity




react native ad mediation tool


Appodeal is one of the most powerful and feature-rich mobile ad mediation tools available on the market. They offer a hybrid in-app bidding technology that you can customize by giving a higher priority to your preferred ad networks from over 70 ad networks available on the platform.

Appodeal also offers A/B testing for ad placements, audiences, product updates, and more to help you optimize your setup, in addition to powerful reporting to help you understand how your app is performing.

Supported platforms: iOS, Android, Unity, React Native




mopub ad mediation tool


Mopub was acquired by Twitter back in 2013 and has since grown to be one of the most popular tools on the market. They are a strong ad network with access to Twitter’s audience and data and also offer ad mediation with 13 of the top ad networks, as well as direct deals and cross-promotion. Additionally, if you want to add a specific ad network that is not supported by Mopub, you can build your own “adapter” to integrate it with it.

Supported platforms: iOS, Android, Unity




ironSource ad mediation tool


ironSource is another powerful and feature-rich mobile ad mediation tool and is one of the oldest players on the scene. They integrate with 14 of the top ad networks and feature a hybrid between real-time in-app bidding and the waterfall model so you can customize your preferred networks.

IronSource’s platform also boasts powerful reporting features to help you gauge how you are performing. You can then use their A/B testing feature to improve and optimize your monetization strategy.

Supported platforms: iOS, Android, Unity




Fyber ad mediation tool


Fyber is another well-established mobile ad mediation tool with a focus on video ads and games. They support 12 of the top ad networks including all of the top video ad networks, which makes them especially useful for game developers. Fyber’s FairBid technology ensures an unbiased bidding process between all participating DSPs, but you can also opt for the waterfall model.

Supported platforms: iOS, Android, Unity




tapdaq ad mediation tool


Tapdaq is a lightweight mobile ad mediation tool that was acquired by the well-known ad network Tapjoy in 2018. They offer an unbiased in-app bidding process with 12 of the top ad networks however, they do not support a waterfall or hybrid model if you want to opt for that. Their reporting and analytics features are quite powerful and will help you understand how your monetization strategy is performing.

Supported platforms: iOS, Android, Unity, Cordova




Admost ad mediation tools


AdMost is a mobile ad mediation tool that was built by ex-publishers and does not have its own ad network. It integrates with more than 40 ad networks, including all of the top networks, and mediates between them through a dynamic waterfall model that automatically prioritizes the highest paying networks. Admost also offers a powerful analytics feature that makes use of their analytics tool to give you user-level data.

Supported platforms: iOS, Android, Unity, Cordova


Epom Apps


epom apps ad mediation tool


Epom Apps is another dedicated mobile ad mediation tool that does not have its own network which ensures unbiased ad placements. It integrates with more than 18 ad networks, including all of the top networks, and mediates between them through a dynamic waterfall model that automatically chooses the highest paying networks. Epom Apps also cooperates with direct and local advertisers to increase waterfall competition and reach fill rates as high as 98%.

Supported platforms: iOS, Android




consoliads ad mediation tool


ConsoliAds is one of the newer players in the field. They provide a lightweight mobile ad mediation tool that is focused on mobile games. It integrates with 14 ad networks, including all of the top ad networks, and automatically mediates between them to choose the highest paying network for each ad slot. ConsoliAds also supports cross-promotion so you can promote your app within your other app for free. Additionally, it has powerful analytics features to help you understand how your ad placements are performing.

Supported platforms: iOS, Android, Unity



Tags: App MonetizationTools

Author: Sherief Abul-Ezz

Content Creator @ Instabug


Google Mobile Ads SDK - Android Mediation

The Google Mobile Ads SDK is the latest generation in Google mobile advertising, and features refined ad formats and streamlined APIs for access to mobile ad networks and advertising solutions. The SDK enables mobile app developers to maximize their monetization in native mobile apps.

This repository is broken into two sections:

Mediation Example

A sample project demonstrating how an ad network can plug into AdMob Mediation. The project contains a "Sample Ad Network" SDK library, as well as a sample mediation adapter and custom event implementation for AdMob Mediation capable of loading banners, interstitials, rewarded video, and native ads.

A test application is also included, and uses the Google Mobile Ads SDK to call into the adapter and custom event to test their implementations. It can be used during development to test new adapters and custom events, once ad units have been set up.

Mediation Adapters

Open source adapters for mediating via the Google Mobile Ads SDK. A list of these adapters is available on our Mediation page.

Prebuilt adapters

For prebuilt versions of these adapters, see the Google Maven Repository.


Check out our developer site for documentation on using the SDK and our mediation developer guide for information on how to create an adapter. You can also join the developer community on our SDK forum.

Suggesting improvements

For feature requests, or to suggest other improvements, please use github's issue tracker.


Apache 2.0 License


Ads mediation mobile

How developers can maximize app revenue with AdMob mediation

Why mediation helps you earn more than network monetization alone

App developers who monetize with ads can combine the AdMob ad network with the power of AdMob mediation to maximize their app revenue.

The AdMob mediation platform lets you expand advertiser demand to include third-party networks. This allows you to drive more competition for your ad inventory and earn even more than working with just one ad network.

In this post, we'll share three key benefits that drive top developers around the world like GameHouse, Playdots, and StickyHands to choose AdMob as their mediation platform.

1) Maximizing ad revenue from any demand source

AdMob mediation can help you build a strong revenue stream, optimizing across the best performing ad formats and network partners for your business. You can work with 30+ major networks via adapters and with 70+ others via custom events. AdMob gives all ad networks fair access to ad inventory, thus ensuring the highest paying network always wins.

In addition to transparent auction dynamics, AdMob mediation offers built-in solutions to help you automate and simplify your monetization strategy:

  • Ad Network Optimization (ANO) dynamically rearranges your waterfall to optimize CPMs for every impression.
  • Mediation groups make it easy to scale your setup across a large number of ad units.
  • AdMob runs on the same infrastructure as Google to provide reliability support that your business can count on.

While mediation can be a strong revenue model, the AdMob team is working on a new solution called bidding to help you earn even more. Bidding lets app advertising sources compete for your ad space in real time to help you max out revenue potential from every impression. Bidding works seamlessly with mediation and will be available in beta this year.

2) Deliver a world-class app experience

Once you've built a great app, long term success depends on the ability to grow revenue while providing a great app experience. That's why AdMob holds all advertiser demand to a high standard, to defend against malware, spoofing, bad content, and more. Here are just a few of the tools that make it easy for you to protect your app:

  • The app-ads.txt solution is a simple and secure way for you to declare who is authorized to sell your inventory, improving transparency for advertisers and maintaining the value of your app's inventory.
  • Ad Review Center lets you see what ads have actually been showing in your app and block specific ads you don't like.
  • Additionally, you can set Ad Content Rating in blocking control settings to ensure that only appropriate ads are served on the basis of your app's target audience.

3) Grow your app business

As you evolve your monetization strategy, consider how it fits in with your long term goals. Whether you're striving for financial independence or a #1 hit app, mediation can help you maximize ad revenue. But depending on the platform you choose, it can also help with retention, engagement, and growing overall app revenue. Here are few ways that only AdMob can help your app business grow:

  • Smart segmentation can help you unlock new app revenue by automatically customizing the app experience to different user segments.
  • Firebase has a tight integration with AdMob and can give you insight on user behavior, which is essential to optimizing engagement, retention, and most importantly to growing your app revenue.
  • Plus if you want to cross-promote another one of your apps, or work directly with an advertiser, AdMob supports house ads and direct sold campaigns, too.

Ready to try AdMob mediation? If your app has over 100,000 downloads, sign up for a free consultation or talk to your account manager to learn more. You can also get started with mediation directly in your AdMob account.

Introduction to AdMob mediation

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