Appodeal 3 min read  - December 12, 2018

Demand Control Center: Gain Control of the Waterfall

We are happy to announce that the Demand Control Center (DCC) goes live! The DCC is a new addition to Appodeal's toolbox that gives you the power to build and manage every aspect of the waterfall.

We are happy to announce that the Demand Control Center (DCC) goes live! The DCC is a new addition to Appodeal’s toolbox that gives you the power to build and manage every aspect of the waterfall.

The MVP version of the Demand Control Center (DCC) is live now, which means that as our enterprise-level publishers you can manually manage and control line items (also known as ad units, zones, or placements) as well as ad network settings according to your unique needs. Total flexibility of operations and control over waterfall—essentially, we’re giving you freedom to work with the waterfall the way you see fit.

Whether it’s organizing all your ad network accounts in one place, managing deals with ad networks or adjusting settings for any particular line item (ad unit) — you’ll be able to do it on your own. For instance, you can manually change a waterfall priority of any given line item to see how it affects the overall performance.

The Demand Control Center co-exists with an automatic waterfall mode where our cutting-edge mediation technologies propel the best eCPM rates for you. So with the DCC there is an option to manage only a part of the waterfall yourself, leaving the rest for the ad mediation on automatic mode.

New features to add more flexibility

So, what exactly does the Demand Control Center open up for publishers? Enterprise-level users will have early access to these useful features:

Direct Ad Networks Relationship Management

We know it’s crucially important to foster direct relationships with ad networks — with no middlemen. The DCC allows you to pave the way for more favorable direct ad network eCPM deals. You don’t need to discuss final terms with anyone but the ad network, and you can tailor the settings by yourself:

  • Easily add any of your ad network accounts
  • Directly manage deals with networks
Flexible Waterfalls & Line Items Controls

Since one size does not fit all, you will be able to choose how you want to set up your waterfalls and ad units for different countries. Feel free to test different setups to determine the most suitable ones for each of your target countries.

  • Set up price floors (eCPM / waterfall priority) of any line item
  • Enable or disable any line item
  • Enable or disable any ad network with just one click
  • Enable or disable Parallel Bidding for any line item (that supports Parallel Bidding)
  • Switch immediately between automatic and manual modes

Besides the features listed above, you can expect an ad mediation visual editor to be added to the toolbox in March (when the next update comes out). The ad mediation editor will allow to change waterfall positions of line items in a ‘drag and drop’ mode.

Our product director, Sergey Melkomukov, thinks of Demand Control Center as a gearbox:

If you prefer driving a regular car, you will probably go with an automatic transmission. If you’re open to experiments and ready to boost your results, like a professional race driver, you will choose a manual transmission and adjust it to your liking and road conditions. That’s exactly what Demand Control Center does — it gives you more freedom, allows to make any adjustments, and provides a realistic monetization landscape.

It’s only the beginning

The Demand Control Center is yet another step towards accomplishing our mission—bringing more power and transparency to publishers. Since most ad monetization solutions on the market are also ad demand sources with their own demands, publishers don’t have a choice of removing these internal demands, even if their ad revenue is suboptimal.

Our DCC solves this problem by opening up access to the waterfall that is not affiliated with any ad demand source and can be 100% controlled by the publisher.

Enterprise-level and premium Appodeal users can already find the MVP version of the Demand Control Center in the dashboard.

Feel free to browse our FAQ section to learn more about the Demand Control Center features and settings.

Main illustration: Alexander Kostenko

Wing Poon
Former Marketing at Appodeal

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