4/17/2023 0 Comments Adops screenshot maker in app![]() And for an individual app publisher who is building a business based on in-app advertising revenue, it’s disheartening at best and existentially threatening at worst. A single company made a single privacy-focused change, and the whole in-app advertising industry started shaking. That all happened from one change - not even a legal change. Some lost a lot of money or threw in the towel completely. Publishers and advertisers suddenly found themselves scrambling for solutions. ![]() Suddenly, publishers and advertisers couldn’t track app installs - a primary ad performance metric - and the whole in-app advertising ecosystem was under threat. Many of those established publishers suffered greatly when Apple announced that tracking the Identifier for Advertisers (IDFA) of app users required an explicit opt-in. Here’s why: All app publishers face a turbulent and fear-inducing legal challenge as they try to bring in revenue from in-app advertising. If you’re looking to more advanced app publishers and feeling jealous that they have it all figured out, don’t. Related: Learn more about the differences between Cost Per Acquisition (CPA) based demand and CPM-based demand. And any hesitation here translates to money quite literally lost. So, you want to source plenty of demand from diverse demand sources, but you may find yourself hesitating to do the work of that because you don’t want to break something or even deal with your mess of SDKs. Impressions will sometimes go unfilled, and CPMs will just be the best that single demand source has to offer - not the best available among all buyers. Even if your single source of demand is a huge one, such as Google, you’re leaving potential revenue on the table if you’re only working with that one source. In-app inventory demand is like anything in economics - more competition leads to greater profits. That usually involves integrating yet another SDK.īut here’s the issue: That’s just one source of demand. To bring in programmatic advertising revenue as an app publisher, you have to connect some kind of demand for your app’s ad inventory to your SDK configuration. That SDK struggle often contributes to a separate problem: sourcing demand. It takes a lot longer to get mobile ads up and running and a lot longer to make changes to them. If this sounds inefficient, that's because it is.
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