Our team has been working hard to release the new SDK version just in time for the New Year! New features are created specifically to help publishers generate higher ad revenue in 2019 and beyond. Update your SDK to beta version 2.5.0 to get the best out of our latest Parallel Bidding solution.
In 2019 you’ll be able to test the improved Parallel Bidding (PB) technology within the new SDK 2.5.0. The main feature that makes all the difference is called Power Bid.
From Classic Mediation to Parallel Bidding
Gradually moving from classic mediation with Traditional waterfall model towards Parallel Bidding (Header Bidding) is a logical step in development of the mobile ad tech industry. The traditional waterfall model was convenient before, but with the abundance of ad demand sources today it’s necessary to adapt to the market reality by enabling robust and fair competition to take place.
Relying on the traditional waterfall only is no longer viable.
Power Bid – Earn Faster and More Efficiently
You can think of Power Bid as a technological box that facilitates the Parallel Bidding auction: it contains all the necessary price floors set up for network requests and line item (ad unit) parameters. In the future we plan to give publishers the power to configure the Power Bid Block and adjust the settings for yet better auction results. Power Bid sends one request to the server as soon as the app is launched.
A simultaneous request to multiple networks is Power Bid’s main strength. It’s also important to note that Power Bid functions as part of a first-price auction — an ad buying model where if an advertiser’s bid wins, you are paid exactly what the winning bid proposed. This maximizes revenue potential for the publisher.
Appodeal’s VP of Product, Dmitry Usakov, says:
Power Bid only involves networks that support Parallel Bidding, so the waterfall is more compact. There is only one request to the Ad Exchange that takes care of checking and selecting the best bid. Historical eCPM doesn’t matter here, because in the Parallel Bidding mode every network has a chance to bid fairly and with no restrictions. It’s safe to say that the more networks join Parallel Bidding, the more effective mediation and the more impressive results will be.
Take Advantage of Both Models
An incredibly important characteristic of SDK 2.5.0 is that it works in a hybrid mode: Power Bid Block works along with the traditional waterfall on the SDK side. Power Bid Block assumes the first position in the waterfall, sending one request to the Appodeal server where multiple demand sources are simultaneously asked for bids. At the same time the rest of the waterfall, or traditional waterfall, is still checked for highest bids. This means that the new SDK leaves no stone unturned: two models co-exist to bring the maximum revenue.
When Power Bid Block selects the highest bid as a Parallel Bidding winner, it compares it to the highest bid in the traditional waterfall and chooses the bid that shows the best price. If the waterfall’s bid wins, the ad selected by the Power Bid Block does not get discarded. Instead, it is placed in the position in the waterfall where it matches the CPM from an Ad Exchange.
Imagine that the Power Bid identifies the maximum bid of $10 in a Parallel Bidding auction and places it in the common waterfall. Simultaneous with this process is the highest bid search among networks in the traditional waterfall. When the process is complete, you have $10 ad ready to be filled. In case Power Bid finds, say, a $5 bid, it is placed in the waterfall where possibly higher bids from the traditional waterfall are already there, so the best prices are lined up.
At the moment Power Bid is working with about 50 ad demand sources. They include all DSPs that are part of the Ad Exchange and a growing number of ad networks.
Some of Ad Networks for the iOS platform include:
Some of Ad Networks for the Android platform include:
Currently, we are working to have OpenX integrated soon.
Please note that Parallel Bidding is still in beta mode, which means it has to be enabled on the server side.
Update your SDK to version 2.5.0 to experience the power of Parallel Bidding!