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Mobile advertising is getting traction and is becoming an integral part of today’s marketing mix. But it is still a very tough job for mobile publishers and mobile developers to monetize their inventory - especially when it comes to non direct sold inventory. The usual approach to overcome this crucial problem is to work with several ad networks specialized in mobile advertising.
Unfortunately, most mobile ad networks are not capable to monetize each single page impression or tend to serve low eCPM run-of-network-advertisements. To react to this challenge, some publishers chain several ad networks together and form so called daisy chains, which cause higher ad server latencies and might lower the overall user experience.
Furthermore the number of mobile ad networks is growing but their performances differ significantly. It is a time consuming and expensive task to find out which mobile ad networks deliver the highest eCPMs and fill rates for a specific inventory, especially when there are limited resources for a professional ad-ops team. This white paper describes essential challenges for mobile publishers and mobile developers to monetize their whole inventory.