One of the things that we’ve noticed across our publisher base is that ad networks can have wildly varying performance even within a day. In addition, a given network’s success can be significantly different from app to app. Generally this happens because:
- High quality ads that perform well often exhaust their budgets quickly
- Networks may decide which publishers get ads on a campaign by campaign basis to improve clickthrough rate and conversion performance
Over the past few months we’ve been working on a way to help you generate more revenue from ad networks without having to constantly tune network rankings inside of the MoPub console. This week we launched the first version of our network revenue optimizer.
How do we do this? We track the performance of all enabled networks on each of your ad units, and calculate the click-through-rate in real-time. This allows us to give more space to the networks which are performing well at this very moment.
Look below at the two days highlighted in yellow. On both days, InMobi had a better CTR than MobFox. Since both of them were paying the same cost per click, our optimizer gave more traffic to InMobi on these days.
Our optimizer allows you to use these fluctuations to your advantage without having to manually micromanage your networks.
This feature is enabled by default for all CPC network campaigns, to switch a network to CPC, simply go to the campaign’s settings page and switch Network Rate to CPC as shown below: