BitMango has had tremendous success creating popular titles since its inception. Their portfolio of games has grown to over 50 titles across Android and iOS, and the number of demand sources they work with has increased as their business scales. However, the monetization team responsible for the day-to-day operations has remained lean over the years. The management team recognized that they are not reaching their full revenue potential given the operational and monetization inefficiencies that are inherent in the traditional waterfall approach.
In the beginning of 2020, the BitMango team placed their bet on an in-app bidding solution offered by a well-established mediation platform with an in-house bidding network. Having worked with this ad network in their traditional waterfall, they expected the impact experienced from this network as an individual revenue contributor would translate to drastic revenue boosts and greater operational efficiency when used in conjunction with its native mediation platform. Unfortunately, the results did not meet their expectations. The marginal increase in average revenue per daily active user (ARPDAU) came at the expense of impression diversity, in which this network filled the majority of impressions. This raises the concern of becoming overly dependent on a single demand source, which would present a new challenge for achieving the next phase of growth and the sustainability of IAA for BitMango.