by Amy Vale
Some publishers with mobile properties have made the choice to not make any inventory available to mobile ad networks for varying reasons. At the same time, it is not always clear to publishers what the right choice is when it comes to going down the mobile ad network route. There are, however, very strong and compelling reasons to choose the network path, so it is important for you to consider when, and if, it might be the right time for you.
There are a number of major benefits of going down the network route. Firstly, you get the advantages of campaign tracking, that is, real-time reporting and analytics. On the Mocean Mobile ad network, users can track all facets of their mobile campaign. In addition to a convenient dashboard view, the platform features customized reporting capabilities to monitor performance from a high level as well as a drilled-down, campaign specific level. Mocean Mobile’s Conversion Tracking also provides an analysis of the number of actual ad conversions as well as the exact location of the conversion (i.e. sites, landing pages, URLs, etc). ROI calculation is simplified as the lead-to-cost numbers are visible. You will also be given the ability to set up, control and optimize all in one central place, and have access to a centralized reporting portal for all fully integrated ad partners – basically, a reporting one-stop-shop.
Secondly, a mobile ad network provides the benefit of inventory control. One of the big benefits of working with a network is that whether you are selling directly or not, this is a great way to increase your fill rate and monetize any currently unfilled impressions. It also increases your ability to utilize third party ad partners and can significantly help increase supply for publishers that are lacking sales resources. In order to provide the highest fill rate, the Mocean Mobile platform allows for the streaming of over 50 third party ad feeds. This system lets a publisher set percentage desired fill rates or rely on a combination of auto-detected CTR, true fill rate and latency coupled with manually entered eCPMs for each ad network feed. The higher an ad network eCPM, the more frequent that particular ad feed is shown.
One can also opt for full service mediation, which includes all the benefits of inventory control as mentioned, without the work. At Mocean, the team of mediation specialists can review your business model and assess how you sell. They will set up, optimize and monetize all of your mediation information. You will be able to pull reports direct from their “dashboard” showing the third party data as well.
For publishers new to the mobile space, choosing to make inventory available to a mobile ad network is also the opportunity to test the waters and have support backing you. You have to determine whether these factors, in favor of a mobile ad network, would help your business though, and if there is a right time for you to go down that route. Like anything, there are always going to be choices.