Best Practices: Why you should update ad network CPMs

Thursday, May 17, 2012
By: Nishaa Tolani

The first installment of the MoPub Best Practices series covers the common question of why updating ad network CPMs is important for network mediation.

MoPub’s ad server prioritizes campaigns by eCPM, allowing us to give more space to the networks that are performing well at this very moment. The system works like a waterfall – it will attempt to show ads to the highest eCPM ad network first, and if it cannot fill, will trickle down to the second highest ad network, then the third, and so on and so forth.

To ensure that you are getting the most out of MoPub mediation, we highly recommend publishers update the eCPMs for all ad networks on a weekly basis. Not doing so would result in the top performing networks declining in rank and thus a loss in potential revenue. In addition, since Marketplace competes directly with the ad networks, it’s best to have them accurately reflect what you’re getting paid in order to maximize revenue from both sources.

Stay tuned for more tips on ad network mediation! Interested in learning something specific? Your feedback is always welcome. Email us at

Sign up for our newsletter to stay up-to-date with our articles, news, events and more.