Publishers often want to know how they can improve their overall click-through rate (CTR) performance. CTR performance is particularly important, because ad networks and demand side platforms (DSPs) pay by click. When the CTR is high, eCPMs from the ad networks and our DSPs tend to be higher. While we usually recommend altering the refresh rate between 60-120 seconds for optimal CTRs (check out our earlier Best Practices post about refresh rates ), we also recommend the Singleton approach.
The Singleton approach involves creating an object with the MoPub ad view, allocating the object to the active view, and then de-allocating it and reallocating it to each view as the user navigates within the application. The Singleton approach has been proven to increase CTR, and therefore revenue, as a new ad is not loaded each time the user moves through the application. In addition to the increase in CTR and overall revenue, the Singleton approach is valuable because iAd will not work if it is not implemented.
Since implementing the Singleton in Android is slightly different from the standard implementation in iOS, we have put together step-by-step instructions on how this should be done in the MoPub Help Center .
We hope you are enjoying our best practice series! As always, if there is anything specific you would like to learn or ask, feel free to email us at firstname.lastname@example.org .