IronSource is introducing LevelPlay as a broadly available tool to help smaller mobile game and app developers generate higher revenues from advertising.
Launched a year ago, LevelPlay is an in-app bidding tool that is now automatically enabled for every developer, giving them instant access to all bidding networks. Only the biggest publishers previously had access to LevelPlay as the company refined the technology for automating monetization.
In-app bidding flattens the traditional ad waterfall, allowing every demand source to bid for an available impression simultaneously, in real time. This shift speeds things up and increases competition for available ad impressions, which can in turn lead to an increase in revenue.
It means that at the very last second, LevelPlay can insert an ad that might generate more money than another ad would have. LevelPlay helps create more competition among advertisers looking to insert ads into developers’ apps and games. But it also runs the risk of slowing the app or game down, so it has to be handled just right.
“We’ve been working very hard with publishers to promote this agenda for all the industry to take the next step,” said IronSource VP of product Nimrod Zuta in an interview with GamesBeat. “And we believe we’ve made it. The result should be better monetization for app and game companies.”
The mobile advertising industry is facing a lot of uncertainty now that Apple has decided to make targeting individual users harder in the name of protecting user privacy. In a few months, Apple is effectively retiring the Identifier for Advertisers (IDFA). This will make it tougher for companies to decide whether to bid to get a particular ad in front of a particular user. But companies will still be able to determine whether an advertiser should bid on a user based on