Mobile gaming is one of the most popular app categories in the world. According to Statista, there were 1.8 billion active mobile gamers worldwide in 2021, and the number is expected to grow to close to 2.3 billion by 2027.
It's easy to understand why mobile gaming has grown so rapidly. Games are fun and can be addictive. They also offer a lot of potential for monetization. Advertisers increasingly rely on mobile apps to display ads, replacing traditional mobile traffic.
With mobile traffic accounting for 58.99% of overall web traffic worldwide, choosing the best ad network for mobile games is vital for advertisers and developers to reach a relevant audience and maximize ad purchases.
In order to monetize mobile game users, developers need to partner with the right ad networks focused on mobile games. So, what are the best mobile game ad networks?
In this article, we’ll look at some of the best ad networks for mobile game monetization. We’ll discuss what each network offers and how they can help you make money from your mobile games.
A mobile game ad network acts as an intermediary between Supply Side Platforms (SSP) and Demand Side Platforms (DSP), facilitating inventory flow either directly or through re-broking.
Essentially, ad networks pull available inventory from game publishers and sell it to advertisers. Using mobile game ad networks eliminates having to contact publishers individually. Instead, developers can access the inventory of many relevant publishers.
By offering this comprehensive overview of the diverse and complex advertising landscape, top mobile ad networks for games help advertisers boost their ad campaigns' performance and provide efficient tracking and monitoring.
On the other hand, publishers can benefit from ad networks by expanding the reach of their inventory and increasing fill rates.
Ad networks are a vital part of the mobile advertising ecosystem, providing publishers and advertisers access to various tools and resources.
However, game developers should be aware of a few key differences between one mobile game ad network and the other when deciding which one to work with.
Mobile game ad networks vary widely in terms of the features and services they offer. Choosing the right network for your game depends on a number of factors, including your game's specific needs and preferences. By taking the time to compare different networks, you can find the ones that are best suited for your game and your players.
There are a few key considerations when choosing a mobile game ad network that will work best for you as a publisher. Here are some factors to keep in mind:
The first step is to identify what ad formats you want to use in your game. The most common ad types are banner ads, interstitials, and rewarded video ads. Some mobile game ad networks may offer additional features such as rich media or native advertising.
Once you know which ad types you want to use, find out which networks support those specific formats.
The next step is identifying which markets the ad network serves. Some mobile game ad networks only operate in specific countries or regions such as the US, Latin America, or Asia-Pacific. Others may have a global reach.
Make sure to choose an ad network that covers your target markets.
Not all mobile game ad networks are created equal. Some operate as traditional networks, while others participate in programmatic auctions. Each type has its own set of pros and cons.
Traditional networks may offer more control over the pricing of ads shown but at the same time, that requires more manual work. Programmatic auction ad networks will save you time on optimizations, but you will have no control over the pricing.
Suppose you're using a mediation platform to manage your ad inventory. In that case, it's vital to ensure the ad networks you're considering are compatible with that platform, either as a regular or custom adapter.
Having the ad network as a part of your mediation platform will make it easier to manage your inventory and optimize your ad revenue.
When you're working with mobile game ad networks, things will inevitably go wrong from time to time. Choosing a network that provides good customer support is important if you encounter any problems.
You'll want to choose an ad network with a good ticket system, easy access to tech support staff or account managers, and various easy contact options.
The eCPM (effective cost per mile) is a metric that tells you how much money you can expect to earn for every 1,000 impressions your ads receive.
Mobile game ad networks vary widely in terms of the eCPMs they offer, so it's essential to compare rates before choosing a network.
Remember that higher eCPMs don't always mean more revenue, as the fill rate (the percentage of ad requests that are actually filled) also plays an important part.
Mobile game ad networks can be divided into three categories based on the demand type: performance, brand, or mix.
Performance ad networks focus exclusively on delivering ads that result in conversions or other desired user actions. They usually have high eCPMs and are a good choice for games with strong user engagement.
Brand ad networks place a greater emphasis on delivering ads that build awareness and recognition for brands. They typically have lower eCPMs but can be refreshing for users and often less aggressive than performance ads.
Mix ad networks that provide both performance and brand demand.
When working with any mobile game ad network, it's important to make sure you are aware of their specific privacy requirements.
Some networks require you to get explicit consent from users before serving them ads. Others may have less stringent requirements but still require you to take steps to protect user data.
Make sure you are familiar with the network's policies and that your game complies with them.
Finally, it's important to consider the reputation of the ad network you're interested in working with.
Are they known for being reliable and easy to work with? Do they have a good reputation among fellow developers?
You can get some insights by reading online reviews or talking to other developers who have worked with the network.
Now that you know what to look for in an ad network, let’s look into some of the more popular options. AdMob, UnityAds, Applovin, Meta, ironSource, and Vungle are some of the most widely used ad networks and are a staple in almost every mobile game setup.
However, for larger games that require a more competitive setup, developers often turn to additional networks such as Mintegral, Charboost, DT Exchange, AdColony, Tapjoy, InMobi, Pangle, HyprMX, or Ogury.
Google AdMob is an ad monetization platform that allows app developers to monetize their mobile apps through in-app advertising.
One of the key features of AdMob is its integration with the Google Ad network, which provides access to a wide range of ad formats and targeting options. This allows app developers to choose the ad format that best fits their app and target the ads to specific audience segments, increasing their chances of generating revenue.
Unity Ads is a powerful video ad monetization solution for game developers. One of its standout features is its seamless integration with the Unity game engine, making it easy for developers to implement and manage ads within their games.
It features a simple registration process and an intuitive interface that makes it easy for anyone to use. The network has its own SDK and can be integrated with apps that have not yet been published.
IronSource is a comprehensive ad monetization platform that offers a wide range of features for app developers and managers to monetize their mobile apps. It provides a wide range of ad formats, including interstitial, rewarded video, and a format that most other ad networks don’t have in their portfolio - offerwall.
Additionally, IronSource offers easy integration and support for multiple platforms, such as iOS and Android, making it easy for managers to monetize their apps across different devices. Its segmentation tool lets publishers create customized ad flows for different audience segments.
AppLovin is an ad monetization platform that offers a range of features to help app developers monetize their mobile apps.
It offers a range of high-performing ad formats that include interstitial, video, and rewarded video ads, which can help developers increase their revenue.
Another important feature of AppLovin is its global reach, it can help developers to monetize their apps in all regions.
Audience Network by Meta is an ad network that enables developers to monetize their mobile apps and games through ads from Meta's advertising platform.
Ad monetization managers can benefit from Audience Network's advanced targeting options, high fill rates, and eCPMs.
Facebook's Audience Network leverages the same targeting options available today for Facebook ads, including core audiences, lookalike audiences, and custom audiences.
Liftoff is an ad network specializing in in-app video ads for mobile games. Ad monetization managers can benefit from Liftoff's high eCPM, high video completion rates, and advanced targeting options.
The network allows publishers to adjust, monitor, and control the ads they show in their apps, in order to optimize the user experience.
Mintegral is a comprehensive mobile advertising platform that offers a variety of services designed to help app developers and publishers maximize their user acquisition and monetization efforts. This platform is notable for its AI-driven, programmatic advertising capabilities, providing a full stack of services including a demand-side platform (DSP), supply-side platform (SSP), and a creative studio called Mindworks.
Bidmachine is an advanced mobile ad platform that focuses on programmatic ad optimization through in-app header bidding technology, aimed at maximizing ad revenues for developers. It offers a robust and transparent system for managing ad inventories with AI-driven real-time bidding to ensure optimal eCPM rates. Bidmachine supports a wide variety of ad formats and provides seamless integration with other major ad networks and mediation platforms such as Google AdMob, AppLovin, and IronSource.
InMobi is a versatile mobile advertising platform that caters to both advertisers and publishers with a robust suite of tools and services designed to maximize mobile engagement and monetization. For publishers, InMobi offers comprehensive monetization solutions that leverage its lightweight SDK and advanced mediation platform, enabling efficient monetization of mobile apps and websites.
DT Exchange, part of Digital Turbine, is a programmatic monetization platform that caters predominantly to mobile publishers. This platform connects publishers with over 180 global demand sources, including some of the world's leading brands and user-acquisition buyers. It is renowned for offering a broad range of advertising solutions, with a particular focus on interstitial and rewarded video ads.
In addition to the networks listed above, there are many other great ad networks out there. If you're not sure which one is right for you, or if you need help setting up an ad network for mobile games and adds, we can help.
At GameBiz Consulting, we specialize in mobile game monetization and can help you with all aspects of monetizing your game through ads.
