ironSource Launches Hybrid Programmatic Mediation Platform

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Enabling Developers To Maximize Yield While Giving Them Maximum Flexibility,Transparency, and Control

ironSource Programmatic Mediation - how it works

Our goal is to create a solution that brings maximum value to our developers, not one which forces them to make a shift which might not necessarily benefit their bottom line. That’s why we developed a hybrid platform which gives developers all the options available.

Leading mobile monetization and marketing company ironSource today announced their programmatic mediation platform with hybrid capabilities, enabling developers to programmatically manage mediating between both SDK and non-SDK demand sources, and between programmatic and non-programmatic, or ‘static’ demand sources. The platform gives developers access to all the available options to maximize their yield and generate more revenue, while giving them maximum control and flexibility. The platform will launch
in a closed alpha with selected premium partners at the Game Developer Conference (GDC) in San Francisco.

“Even though programmatic is a hot buzzword and becoming increasingly important in the in-app ecosystem, we’re not interested in jumping on a trend just because it’s sexy. Our goal is to create a solution that brings maximum value to our developers, not one which forces them to make a shift which might not necessarily benefit their bottom line,” said Tal Shoham, COO Mobile at ironSource. “That’s why we developed a hybrid platform which gives developers all the options available - robust programmatic mediation capabilities across all types of demand sources, and the option to stick to a traditional waterfall model if they want to.”

With ironSource’s mediation platform, developers are armed with technology that will result in the greatest number of options for maximizing the value of their inventory and managing their monetization effectively. Developers will not only be able to benefit from the ad revenue of every available demand source, they’ll also be able to mediate demand from the same source (SDK network or otherwise) in two different ways - both programmatically and non-programmatically - at the same time.

Along with mediating programmatic demand from ad sources such as exchanges, at the center of the ironSource platform is SDK-focused programmatic mediation. While allowing developers access to lucrative brand demand, ironSource’s focus on programmatic SDK mediation ensures the platform creates the best real-time bidding environment for performance as well as brand demand.

“Unlike other solutions available which are focused on connecting to marketplaces and exchanges, our solution is focused on creating the best real-time bidding environment for performance demand, which carries with it unique challenges - like managing the risk of buying on a CPM basis when your campaign KPIs are performance-based,” continued Shoham. “Our background has been in the gaming industry where performance demand has traditionally been a big part of developers’ ad revenue. As we added a programmatic layer to our platform, it was important to us to create a solution which could solve for the unique challenges and risks that come with managing performance demand in a programmatic context. This ensures there is no lost revenue for our developers, and that buyers get the best campaign optimization possible.”

The platform will provide programmatic mediation across all ad units, including sophisticated interactive creatives like playable ads, which are one of the biggest revenue drivers for developers and growth tools for advertisers.

“The main goal here is still very simple - maximize the value and accessibility of in-app traffic, and enable app developers to drive more revenue. Programmatic is clearly going to play an increasingly critical role in the app monetization landscape moving forward, and now through our hybrid platform developers can take full advantage of its benefits.”

About ironSource
ironSource, the leading in-app video advertising platform, makes free-to-play and free-to-use possible for over 1.5B people around the world. We build technologies that help app developers take their apps to the next level, including the industry’s largest in-app video network. Since only 2% of users pay to play, we provide tools to engage the other 98%. That’s why over 80K apps use our technologies to grow their app businesses, and why we’re working with leading companies like Big Fish Games, Zynga and Playrix. We care about good creative and making ads as enjoyable as your games, and our designers sit next to our performance team, making sure data informs every creative decision. Founded in 2010, we’re a truly global company, with a strong local presence in Tel Aviv, London, New York, San Francisco, Beijing, Bangalore, Seoul and Tokyo. Read more at

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