Ad-Waterfall
Description
The ad waterfall is a sequential ad serving method where networks are prioritized by expected revenue.
Definition
In a waterfall setup, the highest-priority network is called first. If it can’t fill the request, the next one is tried, and so on—until an ad is served or the chain ends.
Why Is Ad-Waterfall Important for App Marketers?
It allows control over fill and eCPM but can lead to inefficiencies like latency and missed revenue from lower-tier bids.
Where You Can Use Ad-Waterfall
Ad mediation platforms, legacy app monetization setups, fill rate optimization.
What Are the Best Practices
- Mix waterfall with header bidding, reorder networks based on recent eCPM, track latency and fill gaps.