Friday, August 30, 2013

MoPub's Optimizer Lets Mobile Publishers Automatically Prioritize Their Most Lucrative Ad Networks

TechCrunch-App_ComparisonMoPub is releasing a new tool called the Optimizer that should allow mobile publishers to take an entirely automated, hands-off approach to managing their ad networks ? and increase revenue too. The team gave me a demo of the new feature, saying the technology uses a "waterfall" approach, moving down a list of possible networks from which to serve an ad, starting with the one that had the highest estimated CPM (price paid per thousand impressions). Normally, MoPub prioritizes those networks based on CPM estimates provided by the publisher. The problem: Those estimates are often wrong. (MoPub has been trying to address the lack of transparency and data about the performance of individual ad networks with its new dashboard.)

Source: http://feedproxy.google.com/~r/Techcrunch/~3/xEqJoEOzALM/

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