Being a premium property, direct sales to brands represents a significant component of their advertising opportunity. theScore needed a mobile ad server capable of delivering brand campaigns, plus the ability to maximize the value of any impressions not sold to direct advertisers.

MoPub’s solution to theScore’s key challenges included integrating the entire MoPub platform to manage direct sales and remnant in a single dashboard, using MoPub Marketplace and server-to-server ad networks to maximize fill rate, as well as implementing Line Item Priorities to deliver high dollar sponsorship.

Additionally, the intuitive design of the MoPub UI created efficiencies for the ad operations workflow at theScore. The company is successfully delivering more direct campaigns while spending less time trafficking and reporting. Direct sales now accounts for 1/3 of inventory usage on the Score mobile apps, including sponsorships from top brands like Nike, Porsche, Corona and The Home Depot.

Their eCPM from the remnant inventory has increased by 25%, most notably by gains in fill rate from additional ad networks and dynamic impression optimization through real-time bidding.

Read more about our partnership with theScore and what MoPub has helped them fill their remnant inventory through RTB here:

Internet Week is upon us and that means lots of fantastic conferences and events. We are thrilled to be sponsoring Mobile Media Upfront on Monday, May 20th at New World Stages (340 W 50th St, New York, NY 10019). We’ll be joining 700+ senior agency, media and advertiser execs at this premier event, which will highlight how mobile is disrupting and reshaping marketing and brand media plans.

Our very own Paul Gelb will be moderating a panel discussion: “The Machines are Taking Over – Are Programmatic Buying and RTB real?” from 12:20-12:50pm. Given we are the world’s largest mobile ad exchange, you won’t want to miss it!

He’ll be with joined by the following panelists:

• Mark Balabanian – Sr. Director, Business Development at Turn
• Benjamin Lampert – Manager Emerging Solutions, Mobile, Vivaki Nerve Center
• Jeff Hinz – Managing Partner Digital Director, Mediacom
• Jesse Missad – Director, Connected Platforms: Mobility & Device, PHD

Make sure you stop by our table to grab some MoPub Swag and meet the team!

A big part of making app monetization less painful is the integration process. We’ve always been dedicated to making integration and mediation for major ad networks like AdMob, Millennial, and iAd as easy as possible. Unfortunately, these particular networks require additional ad network SDKs and adapters to work in MoPub.

We’ve decided to streamline that process, and include all of the ad network SDKs and adapters along with our SDK into a single “bundle”. This means you no longer have to go to download SDKs from each individual ad networks’ websites and integrate the adapter. This is all included and will work right out of the box once you install the full MoPub SDK into your app.

Instructions for using these bundles can be found for both iOS and Android.

Of course, the bundles will always be updated with the latest version of the MoPub SDK as well as the ad network SDKs. We know this change will make the integration process easier, and let you spend more time doing what you want to be doing – building great apps.

Notes:
You will need to create campaigns in the MoPub UI to start receiving AdMob, Millennial, and iAd ads.
Chartboost is not included in the bundles. Instructions to integrate them can be found here for iOS and Android.
All of the necessary frameworks, linker flags, and permissions for the ad network SDKs will have to be included in your project as well. The integration instructions above cover the dependencies.
The bundles remain completely open source. If you prefer to pull our SDK from Github, you can continue to do so with the repositories for iOS and Android.

Stay tuned for more product features that make monetization easier for new app publishers!

Collecting this data, however, can turn into a full time job, particularly if you’re working with many direct advertisers or multiple ad networks.  That’s why we have invested in more flexible and streamlined Reporting capabilities in the MoPub interface.

Check out some of the key enhancements below:

Easily compare and organize your data with more filters

We’ve doubled the number of filters available so you can prioritize the most important types of data.  Now you can use up to six filters to organize your report by apps, OS, country, and over a dozen other dimensions.

Hone in on the information you want

You can now choose which types of data to include in your report for our most popular filters, including specific apps, operating system, app, ad unit, country, and more.

Choose the metrics that matter most

We’ve also made it easier to only show the metrics that are most relevant to your analysis. Since many publishers use MoPub Reports for internal performance updates, this feature makes it easier for you to cater you content to your audience.

Whether you need performance data to optimize your ad network eCPMs, provide performance intel to your advertising partners, or simply to see how much you’re making from MoPub Marketplace, accessing this data has never been easier.

Log in or register for an account to check out our Reporting capabilities.

We know DFP publishers value our iOS and Android app demand, with access to DSP partners spending in mobile today. In order to better serve these publishers, our team has invested in an API that allows you to plug into MoPub through DFP – all with zero technical work and no tags. The goal is to bring publishers quality mobile demand through a reliable integration that is easy to traffic.

To integrate MoPub, drop our MoPub URL into your DFP Premium account by adding a “new mobile creative” and selecting “mobile ad network creative.” Instructions for integration can be found here.

Interested in accessing MoPub today? Email supply@mopub.com for assistance getting you ramped up on our exchange.

As a result, I’m happy to introduce the first ever MoPub Monthly Insights report, focusing on analysis and insights from the previous month. We’ll endeavor to release these reports as close to the end of the previous month as possible.

This month, we observed a few key findings:

• We saw a strong rebound in all key metrics compared to Q1 2013 with Bid Depth up 66% Q/Q and Win Rate doubling Q/Q
• Interstitial demand on the MoPub exchange increased nearly 3X from January
• Android demand increased, but the availability of unfilled supply caused prices to remain at a 30% discount to iOS
• We now have over 200M unique iOS devices on the platform, 90% of which are now using iOS6. For the first time, we observed material iOS7 traffic for the first time in late April/early May: roughly 2K monthly unique devices concentrated in US and Vietnam
• Facebook reported their Q1 results and showed “real revenue” from their app install business, which is likely taking share from lower performing performance channels
• Desktop participants adopting RTB quickly: Turn and AppNexus joined the MoPub Marketplace in April and are ramping up campaigns this month

There are number of other interesting takeaways in the report, covering Android vs iOS pricing, iPhone vs iPad demand and the latest statistics around iOS6 adoption. I invite you to take a look below:

You can also download this report here.

Finally, please let us know what else you’d like to see here as we’ll be working on our May report very shortly. There are a number of additional metrics that we track as a matter of course that may be more broadly relevant and interesting.

-Jim

In the five years since launch, theCHIVE built a large, passionate audience and successful online advertising business. As that audience increasingly shifted their consumption behavior to apps and mobile web, the company needed a more sophisticated monetization solution that could scale with its rapidly growing mobile user base.

Resignation Media chose MoPub to power direct sales and yield management. Mobile grew from 5 to 50% of total ad revenue since partnering with MoPub.

The solution to these challenges were clear. The MoPub Team integrated our platform to manage apps and mobile web. theCHIVE partnered with MoPub’s account managementteam to create in-house best practices.

Since integrating with MoPub, the company is consistently among the top five performers in Marketplace, MoPub’s real-time bidding exchange. The combination of audience demographics and openness to entertainment and gaming advertisers makes the inventory highly coveted within the exchange.

Check out our full casey study with Resignation Media here:

Turn provides tools within their platform that enables data-driven decision making across multiple channels, especially digital and mobile in regards to our partnership.  By providing marketers with a single, holistic, real-time view of their marketing programs, MoPub and Turn will deliver your successful mobile marketing needs.

Every year is the year of mobile, but this year might actually be the year of Mobile RTB. In the last 90 days we’ve seen major mobile and desktop players move to mobile RTB in a big way.

Mobile RTB on the Rise
Millennial Media and MetaResolver: an exciting combination to grow programmatic buying in mobile
Jumptap: One of the biggest mobile ad networks embraces real-time bidding
Buy on MoPub Marketplace through AppNexus

Interstitials offer a great way to add ads with minimal disruption to your user’s activities. For example, many publishers insert interstitials during natural breaks in the user flow, such as between game levels or on menu screens. We’ve also noticed that many publishers on MoPub receive significantly higher CPMs for interstitials compared to other ad units. For example, publishers earned CPMs four times greater for interstitials than for traditional banner ad units last month on MoPub Marketplace, MoPub’s competitive real-time exchange.

That’s why over the past year, we’ve increased our support for ad networks with strong interstitial campaigns, like Chartboost and Millennial Media — so you can continue to manage and monetize all your inventory in one place.

Why publishers love using MoPub for their interstitials:

• Quick integration with drag-and-drop adapters: For networks like Chartboost and Millennial, simply install their SDK, drop in our adapters and the integration is done.
• Minimize SDK updates with server side management: Set up and adjust your ad network IDs in the MoPub UI without any client updates.
• Easy access to revenue reporting: Easily see each network’s performance directly in the MoPub UI. We’ll pull in your revenue, impressions, and clicks so you can optimize your settings all in one place.
• Reliable SDK updates: We ensure that our SDK has the most recent version of any server-side networks, like the recent Millennial Media SDK v5.0.

To get started, set up your networks on MoPub here:

Network set up for iOS                                         Network set up for Android

FAQs

Q: What are full screen interstitials?
A: Full screen interstitials are ads that take over your entire screen. Publishers often place them during natural breaks in the user experience, such as between levels and on menu screens.

Q: I already use Chartboost, can I set it up to work with MoPub?
A: Yes, you can. Just follow these simple directions for Chartboost set up.

Q: How do I integrate Chartboost or Millennial for iOS?
A: Just follow these simple instructions to integrate on iOS

Q: How do I integrate Chartboost or Millennial for Android?
A: Just follow these simple instructions to integrate for Android

More questions? Ask your MoPub Account Manager or visit us on the MoPub Forum.

Brad is an industry veteran and brings over ten years experience in operations. He has spent the past few years working on cross functional issues in different organizations. Prior to scaling sales and operations at Huddler, he spent over seven years at Google leading their M&A and sales finance teams. He was instrumental in many different acquisitions at Google.

Brad arrived at Google through their acquisition of Santa Monica based Applied Semantics. He was also part of the founding team, helping them scale, which ultimately culminated in their acquisition by Google as the foundational technology of AdSense, still the cornerstone of most display advertising technology. MoPub has connections to the Elbaz brothers, as well, as both have gone on to create new companies that we work with. Eytan co founded Scopely, one of our biggest publishers. Gil founded Factual, a data partner.

Combining his past experience building and expanding businesses nationally and internationally with his history in partnering with the operations teams to support growth, we couldn’t ask for a more fitting background for this role.

2013 is proving to be our biggest year yet. We are seeing tremendous growth here at MoPub and are excited to expand with rapid headcount growth and establish a more substantial global footprint. As we’ve watched our business grow, we knew that we needed someone to ensure our operations can scale; we are thrilled to welcome Brad to the team to help us fill that need.

Please feel free to get in touch with Brad at his new email address: bstein@mopub.com.

–Jim Payne