AppLovin’s Idil Canal: How In-app Bidding Drives Monetization

Summary

The article highlights how in-app bidding, particularly through AppLovin's MAX platform, is revolutionizing mobile monetization. With over 20 bidders and 25+ SDK networks, including the recent addition of Google bidding, publishers can maximize competition and revenue. Idil Canal, GM of AdTech, emphasizes that in-app bidding automates workflows, saving time and driving long-term growth.

Key advantages include increased eCPM through higher competition per impression, especially for banners, and the ability to A/B test different strategies such as adding or removing networks, adjusting price floors, or optimizing regional settings. The article recommends starting with a clear baseline and incrementally testing changes to measure impact. Publishers should adopt strategies based on geo-composition and ad formats, and adding more demand partners is a great starting point.

The share-of-voice for bidding partners has increased substantially, with many publishers driving over half of their revenue from in-app bidders. Optimizing for real-time user behavior requires a dense auction with the right demand sources to drive the highest prices. MAX was built for automation, offering tools like A/B testing and APIs to make the process seamless.

Ultimately, in-app bidding reduces manual maintenance and empowers developers to achieve higher ARPDAU and LTV.