Ad Networks FAQ


What networks does MoPub support?

MoPub supports many of the most popular ad networks via server-to-server connections. For a list of standard supported networks and formats, visit here. In addition to these networks, you can set up any network on MoPub via a “Custom Event.” These networks are often referred to as a “Custom Native Network”.

How do I add or edit additional settings in the Networks page?

To add or update your Network settings, first select the Networks tab. Next, select the ad network that you would like to update either by selecting the pencil icon next to the network or clicking on the network name and then selecting the blue “Edit Network” button at the top of the page. Once you are on the “Edit Network” page, you can do the following:

  • Add network account info: You can enable more accurate revenue and click data from ad networks that provide MoPub with network reporting APIs. Follow the directions for each network’s set up to ensure your revenue reporting information is accurate and complete.
  • Add/edit ad serving IDs: This is under the “Set Up Your Inventory” section. Most ad networks will provide you with an app and/or ad unit identification number. In order to serve ads through MoPub from these networks, you will need to provide accurate and complete ad serving IDs here.  Select the “Edit Section” button to update information here. Note: Ad serving will not function correctly if the required information from that network is not entered here.

What are ‘segments’ and how do I use them? Creating Inventory Segments

A “segment” is a slice of your inventory with specific apps or ad units that can be targeted to specific countries and networks. It is a combination of three variables:

  • Ad units/Apps
  • Ad networks
  • Geography: Based on country or several countries

How do I set up a custom network?

Custom Networks different from Custom Native Networks. Custom Networks are used when a network has given you a javascript tag, and they do not require you to implement their SDK. To create a custom network, you will need to navigate to the Networks page. From there, select “Custom Network” from the Add a Network drop down. If you have only received one piece of code, then enter that into the Global Settings “HTML Custom Content” box. If you have received code for specific ad units or apps, enter those into the appropriate boxes. Be sure to select the “enabled” check box for each app or ad unit that you want enabled for this custom network. We recommend setting your custom network at the end of the waterfall, since many of them don’t failover. This should be considered a 'last option' to work with a demand source.

Will MoPub control the blocklist for ad networks?

MoPub only manages blocklists for our exchange, the MoPub Marketplace. Blocklists should be managed by the publishers and sent directly to the partners they work with.

Custom Native Networks:

These are networks that you are integrating the native SDK and use a custom event to trigger their SDK. Your team will need to make sure that for custom native networks, that you have included the below functions and confirm that the network has a callback for each of these functions. If you are seeing major discrepancies on your end then this is most likely due to an improper integration or the lack of callback from the network.

customEventDidLoadAd() : This is called when your SDK has loaded an ad.

customEventDidFailToLoadAd() : This is called when your SDK has no ad available.

customEventActionWillBegin() : This is called when an ad is clicked.

Best Practices

Using Old Vs. New Ad Network IDs

When integrating another 3rd party platform always use the old ad network IDs instead of creating new ad network IDs.

Why should you use the old network IDs?

  • When publishers drop in new network IDs, we often see a drop in performance.
  • With new IDs, the networks need to start the evaluation process of the inventory all over again—performance metrics are completely new.
  • While fill rate usually remains the same, we often see a drop in CPMs.

Using the MoPub Refresh Rate

Publishers often forget to turn off the refresh rates when using 3rd parties. MoPub should always handle all refresh rates for an ad unit.

Why should you disable the refresh rate?

  • If a publisher keeps a refresh rate set within a 3rd party account, overall fill rate percentages listed within the MoPub account will be inflated.
  • In addition to the overall fill rate, there will also be an inflation on our network campaigns. For example, the above AdMob refresh rate was never disabled and set to “client code.”
  • While this doesn’t affect ad serving, it helps with understanding where impressions are served and how a campaign is performing.

Testing Custom Native Networks

As a best practice, always test custom native networks to ensure they are properly working before going live. To test your custom native networks, go through the following steps:

  • Make sure the native SDK has been integrated into the application
  • Confirm the custom method you are using to call this native SDK
  • Create a custom native network campaign on your Networks page and drop in the custom method for the applications and ad units.
  • Create a promotional backfill campaign set to fill 100% of the time.
  • Target the custom native network campaign and promotional backfill campaign to a test ad unit.
  • If you see a fill rate 100% of the time, then you know the failover for your custom native network campaign is working properly.

International and US Ad Network Campaigns

As a best practice, we recommend separating an ad network campaign into a couple of different campaigns–one for United States and the others for your top geographies.

  • Ad networks send different eCPMs on an application and ad unit level depending on country.

  • As a result, publishers can better monetize their inventory if they break out their campaigns by their top geos and the United States.

  • If a publisher creates one network campaign, targeted to all of the top geos, a publisher is actually setting an average eCPM.

Updating Ad Network eCPMs

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. If it cannot fill, trickles down to the second-highest ad network, then the third, and so on.

  • 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 revenue.

  • 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.

Ad Network Revenue Reporting

MoPub can automatically pull ad network revenue data from most ad networks that are supported. This is a very useful tool to help publishers save time. You will no longer have to go into each individual ad network to find eCPM, impressions, and revenue. Instead those numbers will be displayed in orange in the Networks Dashboard.

  • To enable reporting for each network, go into “Edit Campaign Settings” and click on “Edit Revenue Reporting.” The login requirements for that particular ad network will appear.

  • Enter the login credentials for the ad network. MoPub will pull data each morning for the previous day. Note: since MoPub data is in real time, there might appear to be a discrepancy because of this.

  • Currently MoPub supports a reporting API with the following networks: AdMob, and Mobfox.

Updated: April 2017