The next generation of user-level ad monetization: Introducing support for impression-level revenue data from MoPub
Without complete and accurate ad monetization data, app marketers can’t optimize growth decisions. Today, that means they need to include ad monetization data as well as in-app purchase data in their ROI calculations.
App marketers need to measure ad revenue on two distinct levels: aggregate and granular.
Granular ad revenue
Mobile app marketers need the ability to see user-level ad revenue so that they can accurately understand their return on ad spend for user acquisition. Without granularity you won’t know which users are ad whales … and which are ad duds.
Plus, you’re not sure where they came from. Or where to get more of them.
“Granularity is critical in mobile ad monetization,” says Singular CEO Gadi Eliashiv. “Understanding the relative value of their ad impressions helps mobile publishers optimize their apps for maximum revenue. It also helps them improve user experience by making decisions that can minimize irrelevant and wasted ads.”
Aggregate ad revenue analytics
You also need aggregated data so that you know exactly where you stand with ad-based revenue across all partners, plus of course IAP and product/service purchase data. Only then can you get a full picture of your growth efforts.
You also need to understand ad requests and fill rates.
“Smart companies check the fill rate all the time to optimize their waterfall,” says Singular CEO Gadi Eliashiv.
MoPub’s new impression-level revenue data
Singular has been providing ad monetization services for almost a year with a variety of partners, including IronSource. Now, MoPub is providing revenue information to mobile app publishers for every single ad impression. Not only that, MoPub is also surfacing what supported demand source was able to fill the ad slot and what country the user is in.
This is extremely powerful.
With this data, you can understand ad-based life-time value of your users. That’s increasingly important, because just 2% of mobile app users are converting to paying customers via in-app purchases.
Ads are one of the key drivers of monetizing the other 98% of your users, so it’s no shock that ad monetization is increasingly critical for app marketers. In fact, 60% more apps are monetizing through ads in 2019 compared to last year, and ad revenue now represents more than half of many app publishers’ total revenue.
Starting today, Singular supports MoPub’s impression-level revenue data product, enabling marketers to measure granular ad revenue.
The result is better data precision, more accurate and complete LTV models, superior user acquisition and monetization strategies, and ultimately, the potential to earn more revenue.
And all of it, of course, right inside your Singular dashboard, providing a single pane of glass to understand your cost and revenue.