What to look for in a mediation partner

Guest post by Tessa Kayser, business development manager at mNectar, a mobile app virtualization platform.

Last month, Burstly was acquired by Apple and it was announced that TestFlight would no longer support Android apps starting March 21st, 2014. Thankfully, our friends at TestFairy have an easy way for the Android developers to migrate their testing service without making any code changes.

Today, Burstly sent out a legal notice informing current clients that the SkyRocket mediation platform will be shut down in 90 days. This announcement probably leaves many developers wondering what mediation alternatives are out there.

For any developers who are looking at the current ad mediation options out there, Here are some things to consider:

Independence and Transparency
The owner of any mediation layer is a very important factor to consider. If the company is more focused on another product such as real-time bidding, support for the ad mediation side may be very limited. If the company is also an ad network, you run the risk of biased ad selection. It’s also important to have a clear explanation of how traffic will be allocated and to have optional manual control.

Networks
The main objective of using a mediation layer is to manage all of your ad networks under one interface. If only a few networks are fully supported, the product is less valuable.

Reporting
Knowing that the mediation layer’s reporting matches your networks’ reporting in a clear and concise way is essential. If you are using an automatic optimization feature and the reporting is inaccurate, your revenue can suffer. It is also becomes difficult to make prioritization decisions when the reporting is unclear, slow, or wrong.

Support
Mediation layers are complicated and problems will arise. Active support forums, responsive account managers, and helpful tech teams are all great resources that will keep things running smoothly.

Server-to-Server Support
SkyRocket is the clear leader in server-to-server support. A mediation layer that supports server-to-server implementation lets you easily try new ad networks without SDK integrations or javascript tags.

As an app developer, you probably want to spend your time working on your products, not integrating SDKs, managing individual network dashboards, or fiddling with javascript tags. It’s also frustrating when you do find a mediation solution only to discover that they have been acquired, their product focus is shifting, or they don’t provide the services you were expecting.

An open source mediation project owned by the developer community would be ideal, but that doesn’t seem like an immediate option. We have been discussing the idea with several partners and the initial interest looks promising.

If you would like to learn more about the project or become a part of the conversation, feel free to send an email to Tessa at tk@mnectar.com.

 

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