Clarity into revenue precision: Today, real time bidders such as DSPs provide exact revenue for each impression; however, legacy ad networks only provide eCPM averages at differing levels of granularity. In the latter case, revenue could still be used as an indicator in measuring ROI and building LTV models, but won’t be as precise, which can lead to misinformed decisions that affect publishers’ margins. Therefore, MoPub will provide a flag indicating whether revenue is exact or estimated, giving publishers more visibility into the data. Precise user level ad reporting from ad networks won’t be a reality in our industry until in app bidding becomes more widely adopted. One more reason to be excited about MoPub’s Advanced Bidding solution, as it enables us to collect granular impression level data from ad networks in real time.
With impression level data, publishers access data at a granular level and therefore, can make more informed user acquisition decisions by attributing earned revenue back to the campaigns that drove those earnings. For example, if a publisher is able to determine that a specific campaign resulted in 120% ROI they can focus on extending their spend on those channels in an attempt to drive more users to their app. Furthermore, publishers leveraging both IAP and ads can use impression level data to improve the customer experience while also improving their monetization strategy. For instance, publishers could use the data to identify users who love interacting with rewarded ads and potentially generate higher earnings by offering more rewarded opportunities. The publisher might also decide not to drive these users into an IAP model unless the potential for revenue is higher.