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.