Ad monetisation gossip corner, Unity expensive bug, APS, Google 3 waterfall placements (#52)

[Music] hello everybody Welcome this is no [ __ ] gaming podcast two and a half gamer session number 52 like sharing actionable insights dropping away for our day-to-day user acquisition game design and AD monetization drops when definitely not discussing the latest news we are having so much fun let's not forget this is still a 4am conference discussion Vibe so let's not take it too seriously uh today we have Felix ads are beautiful Robert Jacob industry skeptic I guess uh ramire and mighty zero facts given approach lunch you mean the UA flamboyant manager I didn't even know like what the [ __ ] did that word even means it's actually had to look it up so it's

uh like uh you think isn't it so I think it's a compliment is it great I'm not sure I'm not sure it's something something in the middle so it's like uh the high self-esteem uh for whatever for those people listening in and not watching matches sitting with a pink cap while saying oh no flamboyant of course it was like yes you know it's it's a tick tock spack so why not come on it's great okay uh so uh we came back from uh Barcelona at least I come back Friday uh from games Forum conference it was amazing conference man hold you I I've been telling you guys for years oh yes what do you mean years the conference is going for like what three years and two years I'm telling you for two two years almost for a covet so it doesn't count that much but yes you're right you're right uh so I had the panel discussion you had the panel discussion as well but Yak was there just a [ __ ] tourist no we didn't do anything you

didn't do anything the tourist part was great like there are a lot of anime shops I have to give it about oh yeah yeah true so much but yeah so we had also live session after day one what Felix uh intro was about this film boy and whatever UA managers are flamboyant which they are yeah maybe maybe but I think it was really nice experience we did it for the second time uh first was in Helsinki I was really hangover Felix as well he was silent disco before okay so for everybody who doesn't know what the silent disco is so you have actually a headset and uh and there's like a lot of uh noise around you and you have the what like grouped uh rooms so you have next to each other stages and all in one big hallway that's why we had the head so yeah silent these coins this is actually great name for it uh and then people described the session afterwards it's very

entertaining and informative so I guess entertaining was some Felix part that's great I was laughing my [ __ ] so uh yeah that's great but nobody said that it was no [ __ ] insights which uh well I was a little bit disappointed but I was also disappointed because I couldn't get any Margarita during the day in the [ __ ] uh hotel and even after after the party so there was this this bartender who who was really annoyed by uh me asking for margaritas and his ass was like oh what would I be American or something oh my God so he just uh whatever that means yeah come on like why who doesn't like margaritas exactly immediately oh you don't well you don't drink alcohols that's uh that's that's why I guess yeah but uh so we are gonna be uh in I guess what three weeks in Istanbul for deconstruct of fun and Google event so if you want to meet us there yeah let us

know it's gonna be all the fun and today we're going to talk about well I'm going to talk about advantation and it's going to be Felix special episode if we have time I might be talking about the dumb ways to die article that I posted or how to choose actually MMP because that's something that people ask me quite a lot but maybe not well I will you know give you all the all the space all the space you need easy there flamboyant boy Jesus Christ is gonna be following me forever yeah yeah oh if you've built a mobile game for iOS or Android you've experienced user churn you can win those users back but it's getting more and more expensive even more so to acquire totally new users enter a cross promotion with addictive by identifying your users likely to turn early you can showcase another game in your portfolio before they leave forever transforming a lost user into a new user

increasing your revenues learn more now at addictive.com [Music] [Laughter] thank you so you should start with all the time it's time for some admon gossip and admon updates since it's been a while as I've mentioned many times one of the things that annoys me the most about ad monetization is that there's so many like small caveats that you need to know to do this job effectively uh like in order to extract the most amount of bad revenue from your games like for example you need to know that with unity uh if you have too many placements on the unity dashboard you get latency on their server side because basically they get latency on their side too which means less Revenue you need to know that careful with the be careful with the latency the latency you got you in a lot

of trouble last time yeah they do recommend you to remove placement on their dashboard though so this is from them you know yeah well just be careful yeah I always yeah always scared Jesus publishing a Blog now as well I was scared I'm getting in trouble anyway we'll get to that later uh you need to know that in movie placements perform better on banners compared to their bitter uh yeah the Admiral bidding algorithm is based on force-filling impressions for the first three days to drive learnings which gives you a revenue Spike so these are just a couple of like examples of things that you really like just you know that can really give your ad stack an edge but no one tells you these things so you need to do it like Felix yeah I know me right now right so you need to like learn you need to talk to your reps to find out and I don't know about YouTube but that sounds like a lot of [ __ ] to me and we don't like [ __ ] do we no we don't anyway so my hope with this podcast is always to like shine a bit on the light

on how things work where's my popcorn what the [ __ ] like this is like like a show amazing we practiced this before in front of the mirror no no just I'm on a rant like you know okay that monetization for the people for sure for sure okay sorry for interrupting yeah so my hope with this podcast was always to like shine a light on how things work to give everyone kind of the same Edge uh as having like a good ad monetization like person working for you does so with that little Preamble uh I'm proud to introduce a new segment on the podcast this segment is called the admon gossip corner and in this little segment which I'm planning to do once a month or every maybe a bit longer when you guys let me aims to take you where no other podcast goes inside into the Smoky back rooms of AD

monetizations so that you also can learn the little facts that can give you an edge in maximizing your ad revenue and like I said before add monetization for the people can I get a Hallelujah for my favorite flamboyant UA manager of course you can you need to be entertaining what happened with Felix we got the Robin Hood instead yeah yeah can I get a Hallelujah from a resident optimistic game designer exactly [Laughter] hey I almost launched a UA campaign a couple of weeks ago I didn't oh yeah ah you should everybody should so at least you know like how easy it is excuse to spend money down the toilet yeah exactly exactly yeah that's the easy part yeah I'm glad I'm glad you're finally admitting when I called you flamboyant that it's not that hard so you know of course it's easy UA is easy it's fine

everybody's talking about how UA is dead of course everything is dead UA is that free to play is that just move on to a trip game designers yeah you'll be alive when me and my chair are both automated and he said like oh well you're not you're going to go away with admon then AI is going to come for you and the UA as well but not game design no no no no no no yeah I know he's immune Jesus you're going you're going first yeah anyway to start off the first installment of this brand new admon gossip Corner this week I want to talk about three things I might give you some like jingle to the background yeah you're just talking about this right can it be like a kitchen because you know like every view you get you know you get a little get a little impression Revenue yeah yeah surprise me all right so first I want to talk about a massive can you drop the dramatic

voice please yes sir yeah I just wait for the intro but nice you know yeah yeah so basically I want to talk about uh yeah okay fine so I want to talk about this massive Unity bug that messed everything up on Monday the 13th and then I want to talk about some nice insights about Amazon publisher services and then also some stuff about admob but starting with unity and man they made a massive screw up this week so like Unity like they had such an expensive Monday to say the least so Monday the 13th like I'm quietly sitting minding my own ad one business and at like four o'clock Central European times like Unity Revenue like just shoots through the roof like on all the apps that I manage and not like buy a little but by a lot for example if you're earning maybe like 450 an hour from Unity it more than 10x like so wait so wait wait wait wait so oh but maybe well just explain the the

problem and then like I'm gonna ask yeah yeah so the problem was that the revenue uh like basically it was increasing like crazy on the top like placements like the unity so there was a massive bug that caused Unity High placements to grab all the high Impressions on Unity High calls and of course this means like no other Impressions were being served below and also it was over reporting the earnings from ad like Revenue like by like 10x so like you could log in and you're seeing like oh I logged in and saw you know like Unity paid like I earned 40K with unity yesterday but if you went into the unity dashboard like there was nothing there right so there was in real Revenue so the issue went on for about like three four hours and you had to scramble to switch Unity off like on all four months and like the issue is you could only have spotted this issue after about 90 minutes or two hours since like reporting an ad monetization is

structured like that yeah so everyone who has unity in their ad stack which is pretty much everyone that has ads it was affected by this so like do I get it that I did no actual additional money was given out by unity it was just a visual bug yeah and everybody was like you know popping champagne and everything and then they realized it's no it's not popping champagne you're like because our best UA manager on the podcast will tell you that if you're running any adrow ass campaigns and if you know instead of your if let's say if you're at Revenue in one game is like 10K a day and if that show says 50k that day what has happened on the UA front what happens then it [ __ ] up everything basically mm-hmm yeah but okay well in terms of the monetization side so uh did you lose the money or the money didn't actually so the reporting is the reporting is still so screwed up like this issue is still not solved like so there's still a major discrepancy in in the unity dashboard right now it's giving you like

an error and expect it says like massive like outage and basically it's telling you that you should like that basically the reporting is going to be off for a couple of days but why did you had to like switch off the unity on all formats like uh because Unity emailed us tell us to do it okay if you didn't do it then then what happened I mean basically you're just going to over report so basically you think you're earning but like basically when something is this screwed up right you don't know if it's grabbing The Impressions or if it's not and since it was only the top placements that was causing the issue what could happen is if they're grabbing The Impressions basically you don't allow any other networks below to even bid on The Impressions right so what happens then is they're not being served and if then Unity is not paying you for those Impressions like it's just a mess so this is going to take losing money yeah yeah 100 yeah yeah absolutely so like that was going to be my top tip to anyone listening to this because money yeah like you know like if you lost money because of this like you know this you know Unity owns you some money

because they screwed up you know this was a mistake this was about bug how can you actually get the money prove it yeah you can easily prove this like with the reporting but like some people were affected more than others but like if the reporting is screwed how can you prove it yeah uh but it'll fix it but you also have it like but also you can also prove it like matcha for example like if you double spend or overspend on your like T row as campaigns like what happens then like yeah that screws up everything right yeah sure but then uh if I put unlimited budget as I did for Unity campaign once and they spent 30k in one day instead of 300 that I plan to it was my fault it was my mistake because I put unlimited budget and I just kept the bids for like three dollars and that was that finger problem yeah and the thing is like on for example on Google what happens uh multiple times is that the Google overspent like twice on the day of launch of the campaign and then it kind

of like decreases the spend and then evens out on the like date like 30 days average but what happened once to me it was like Google always been like six times the budget and then I reported this uh and obviously you have the let's say campaign budget 500 and if you if you spend three 3K then it's not your fault but it's the algorithm fault and then they actually gave the money back to me oh it wasn't Google it was actually Unity Unity address how was it yeah yeah yeah so you can prove it like this but if you don't have the you know the campaign budget or like Revenue whatever some were written then how can you prove it and the reporting is [ __ ] as well yeah but you can like basically they'll sort out this reporting like they had a similar issue I think a couple of years ago and basically took a couple weeks to sort out and we got paid a little I got paid a little bit then uh in the company I was working in I think it was like 10 or 12K we got paid out but like some of the apps that I've been managing I'm seeing way bigger damages right now unless you know like a small microcosm of the whole ecosystem and you think about like

like some big Publishers like a voodoo or triple dot like you know if they saw the similar because every like literally every app that I manage I've seen this era right some have smaller magnitude and some have bigger magnitude but like everyone was affected so like yeah expensively what's the usual percentage of uh Revenue you are getting from Unity versus the other uh networks so let's say you're getting 60 from Facebook or well Google they're not as strong as they used to be a couple years ago like yeah the unique story days was like a year and a half two years ago right that was their Glory times and then kind of steadily they've been kind of uh decreasing their market share would you agree with that on the UA side as well um not much I would say on the other side it's quite opposite so it was at least for me from my experience it was really shitty baking days uh now it's getting good back in the day when back in the days is that like 2018 okay 19. okay and then 2021 it was actually one

of the best channels I had in my UA mix okay yeah 2018 is back in the days that's five years ago this back in the days I've been in the industry for 10 years what do you mean stay tall at like five years in the UA what the fight like this yeah anyway so yeah this is obviously an ongoing situation but they're gonna take a couple days for Unity to clear this up but I'll update everyone on kind of all my conversations with them because I filed a couple of complaints compensation claims already so let's see so be careful so they don't file anything else uh oh yeah but this isn't that serious is it like at least we'll see right like you know like the reporting the reporting is still so screwed up so I don't know like I'll know next week but you know this was a major thing okay yeah anyway uh anyway moving on to brighter topics um so I said like how many times have I

said like the hottest thing on this podcast in terms of ad monetization is Google bidding like how many times have I said that right now 2 534 exactly right so now I want to talk about the second hottest thing Amazon yeah so basically I just want to talk about Amazon publisher Services because I'm happy to announce that I've actually finally made contact with an actual person at Amazon publisher Services who's responsible for the supply side people actually exist yeah like I can't believe it like there's actually someone there on the other side it's not Ai and it's not Bezos let's just say you don't spook him or her yeah I don't want to scare him away right so I had a call with this human or AI or Bezos and he gave me a ton of super useful insights uh that I just wanted to share because you know I don't know that many people have spoken to human Bezos or AI

um so uh Amazon publisher Services bidding algorithm uh works by matching users with their Amazon IDs so nothing new there right you can kind of assume that right but that means that they lost that Amazon basically has a list of onboarding prospects so they only on board like they prioritize onboarding developers that have a large overlap with apps and games that they've seen a large overlap of their customer so right now that means in gaming uh basically what's being prioritized is kind of the Evergreen titles that basically older generation like play and basically thinking board game titles chess kind of that type of thing so if you're not one of these type of Evergreen titles like good luck getting accepted right now like they won't be accepting you for like a partnership for the next couple of quarters so basically because because of the target audience right exactly yeah okay like basically what they said

like in like what I see from them saying that and this is my perception right it's like we're targeting only apps that have users with high purchasing power that buy stuff on e-commerce right it's also um the let's say users of Amazon devices as well I when I ran the UA on Amazon it was like 40 plus female in the US basically which was like the the best target audience in the best segment are you doing UA on APS now not at the moment I could actually yeah you need to try it man this is the newest thing man yeah get in there to contact my my old friends in Amazon I'm the thrift there still there wait you're telling me now you have friends at Amazon well you never asked I need to check if they're still there uh yeah thanks buddy anytime anytime also uh kind of the secret ingredient uh

like I've said many times uh getting good performance in APS is basically doing these direct Tam deals which is like direct deals like the main question is did you ask this person what the time actually means yeah he told me but I didn't remember hmm anyway time which the acronym dealt with the acronym stands for but what it essentially means is that you reach out to dsps you do a direct i o deal with them and then you invoice them for your like monthly earnings but this means also that Amazon drops their margins uh from I think he said 15 or 18 something like that down to basically just a couple of cents fixed cost so basically that massively reduces basically the cost for DSP is to bid on your inventory so like when I've done this you know this really gives those dsps a nice bump on your inventory and now I have a list of top DPS that I'm now gonna share in terms of time partners for banners oh

what wasn't it by the way Jeff's like main motto like your margin is my opportunity of course yeah of course I mean this this really helps bolster like APS and makes it a lot better product in terms of AD monetization so you know maybe I was speaking to Bezos I couldn't possibly after a while I couldn't possibly comment right I hope you signed an NDA and now uh we are [ __ ] again you're just not here that I you couldn't possibly comment I of course okay I can't go to the Smoky back room so if I have an NDA marching yeah I know I know man so anyway uh top these peas Xander share through openx Loop me mobile fuse somato of course Rubicon and index exchange and finally in Mobi and PubMatic so those are ones to keep an eye out for um basically what I would like recommend here if you're starting with them is you know uh run for maybe four weeks without

doing any deals see which one of these like these pieces is actually bidding the most in terms of inventory you have to log in to aps's dashboard which is a bit archaic to say the least and a bit annoying to use but you can figure it out and then you can figure out which are your top dsps on the monetization side and then basically pick three max to start with and then just yeah reach out to them do an i o deal is quite quickly and then basically the dsps have to handle everything and yeah then you're off to the races what's the difference between all of these dsps seriously like why why would you need to have all of these they'll have big different demand sources like you know different people buying UA but like DSP is having worked at dsps like I've worked at two dsps like the amount of demand you're getting is so different from the dsps and it's just like a mishmash some are resellers some are doing it it's just like you know if you were to like math this out with a string like it'd be a mess okay so what's the difference

with different sources yeah different sources and different you know the names are different different traffic works for different products yeah sure yeah okay sounds like a gotcha yeah yeah exactly remotes exactly so yeah it will work you never know what you get it can cause the fortune but it's worth [ __ ] I'm pretty sure that uh this Loop me the SP has very good vectors and systems design vectors it's 3.86 better exactly they seem awesome yeah in the [ __ ] game design amazing vector I could already tell like with all this admon content speaking now for like what is it 15 minutes like Remus was like this sucks I hate putting ads in my games and I don't want it there yeah and I hate you and why are you on the Pod go away this is what makes us the half I guess it's great people think Jacob doesn't even exist so yeah exactly

Harry Potter invisibility like at least uh you dropped the glasses I dropped the glasses today as well so anyway uh also the best Insight uh from this conversation that I think I Learned was that Amazon publisher services does not currently support the creative end cards not the ones that you add mache but the ones that are superimposed by ad networks like for the end of the creative yeah on videos okay so I went on to the impact of these end cards uh on the CTR and installment like IR metrics like quite a lot in episode 33 and also known as the martier in Australia episode of course all right yeah yeah yeah uh anyway to summarize that episode uh these creative end cards are superimposed by ad networks and they have massive impacts on how like to drive installs and click-through rates uh we can just link uh the episode uh

Link in the show notes so you can watch it on your own time yeah I will actually put in a car video card on YouTube so you don't need to link it in the show notes are we still talking about positioning of the x button that pretty much forces you to click on the ad yes so let's let's take like it is the superimpose end card yeah that's the altered gameplay from the live episode there you go no [ __ ] man yeah it's it's really annoying but uh so it works right yeah that's what I want to say I had this panel discussion uh PGC uh it's Maddox as well and uh yeah the guy said also that the these end cards work really well in terms of the conversion and as you said also like if you like longer the the end card is the better the conversion on the other hand is [ __ ] annoying yeah of course get out of the ad so you're clicking everywhere So eventually

you click on the ad I actually have a question Marty like kind of what I've heard and you know I've never run a UA campaign right but you just said you're just all I almost started almost yeah almost so basically uh the the networks are here that have the highest CTR is iron source and Appleman uh what is the impact of having a high CTR does that impact install rates or like what's the impact because these guys have the most in terms of admonization the most aggressive end cards I would say I would say the impacts the install right afterwards um on these specific networks on on Facebook Google or Tick Tock or any yeah I think these three doesn't matter that much you have different optimizations on the campaign side and they also have very different ctrs so that's why I always say I don't give a [ __ ] about ctrs that much uh but also I can in this context and the ad networks you actually need to pay attention to the ctrs explain that it's like What's um on like iron Source uh uploading and all these

like different like Google Facebook like what's what's the range of CTR just so I get an idea on iron source and uploading I don't have the Benchmark so I have no idea honestly it's been a while since I run a plane oh well I can I can check so I will put the Benchmark into the into the show notes I can't tell you what it looks like on Facebook and uh and Tick Tock as well and maybe Google so on these channels it's usually like for mobile app install optimization anything above of one percent is is actual 1.5 is actually good um different genres of very different ctrs as well so for example hyper casual one percent would be [ __ ] uh and you would need to aim for five ten percent CTR which results in very good performance for purchase optimized campaigns The Benchmark is somewhere for CTI is somewhere between 0.5 and 1 that's like good or very decent and for Value optimization is anywhere between 0.2 to 0.5

so percent again like this means almost nothing it's just like different optimization different players and different different Target audiences and different genres so it's like this is just an average but yeah that's why I don't care about the ctrs that much because it's super low number but yeah there you go I will look into the the uploading Irish words actually yeah and yeah remember like they changed those end cards like a two years ago so you know yeah yeah I used to check that as well but it's that but it's a really really interesting thing that I uh after the PGC conference I actually started um experimenting with with end cards on unity and then uploading as well uh on unity and it makes a very big difference uh obviously makes sense because uh well uh on unity and AD networks you need to watch the full 30 second video or well full whatever second video on Facebook Google or anywhere else it's just very you know brief moment and then you can actually exit if it's not in

Audience Network then you need to watch it but there is no there is there is no end card on Audience Network on Facebook so uh what I wanted to say is that I tried I started experimenting with that and it and the card it makes a lot of difference and then like right now I have let's say one one video uh in four with four different end cards and I see very big differences in terms of uh cpis and even uh purchases afterwards the more intrusive it is it is better yeah so for me yeah I just changed the visuals change visuals really for me yeah yeah just for on my side it's only changing the visuals so matcha doesn't put these end cards in Remo it's the ad networks yeah that's the ad that works so they're controlling the uh how intrusive it is anyway we've got a bit of tangent but I thought it was a good tangent no come on it's great it was a great time my second UI manager asks a very good question

taking the best two images anyway uh the fact that APS does not yet support like these end cards that we're just talking about means that the performance we're seeing is like which is still absolutely amazing at least from an admon and perspective would probably get a massive boost as soon as Amazon rolls out these more intrusive end cards on their like inventory which they will um do you think it can be on a spectrum right so like you know how admob like the end cards on the ads you see from admob you know they're not as annoying as you know maybe an iron Source end card you know that is like you know the four clicks and the tiny X action like if you think about on a spectrum like I'm wondering if they're gonna go Google or gonna go over like ad Network right so probably somewhere in the middle I have no idea we'll have to see I think our Network more likely than or actually a hybrid bum there you go

yeah ball based from both worlds but that means like you know they're gonna grow and basically like it's not priced in yet like exactly how good their performance is uh this also like when this gets rolled out uh the second order of magnitude impact uh will be that like the list of top 10 dsps will change like quite aggressively I think because like liftoff like we've all seen liftoff ads and like they rely super heavily on these really aggressive end cards so yeah like watching it grow even more we also lift device I have no idea what you're talking about man do you guys never watch ads and games like I do but I don't watch them don't you know what different like I can tell usually by the first second like who which company is serving that ad like really yeah we should do an episode on that yeah I can definitely do that oh yeah yeah it's really interesting because I usually click on the the I button uh and then see if it's Google iron Source Unity or Facebook even but that's so sad like I can literally like usually tell like quite quickly who's serving the ad just

by not even clicking on it yeah I'm interested just in the gameplay that's usually fake but like at least I kind of want to dissect the fakeness of it you can play fake gameplay usually no this is interesting I really want to know like how you actually spot these things yeah I can actually I can prepare something and show but it's like little tiny things prepare anything we're gonna just try you man no [ __ ] we'll see how accurate you will be yes yes let's do that oh man yes 100 let's do that yeah I'm not gonna prepare anything you guys you guys do the preparation yeah yeah it's even better for you and then if you fail we need to think uh what you're going to do and if you win of course it's the same same thing if if I lose I have to wear that ridiculous hat you're wearing for a week oh because hat come on you ask Tick Tock to send you one yeah if we lose we have to wear the kimonos the kimonos are nice anyway because they're nice okay now uh to the main

event of the admon gossip corner and this is actually fantastic news rather fantastic news why why'd you put like the corner everybody's talking about Corners here and there crypto Corner whatever corner just because I'm always ganged up by YouTube so I'm on like in the corner yeah okay well I'll dance myself out of that one yeah so uh rumor has it that admob is finally dropping its multi-called limit policy on third-party mediation so this is crazy news from my neck of the woods so basically a little bit of background on this for years admob has had the stance that if you don't mediate with admob you can only use three admob placements per waterfall this essentially meant that you were limited to like like the amount of money you could earn from admob because you could only expose it to three like different price points in your waterfall

uh why would you ask would Google do this I asked an admob for you under mediation yeah pretty much yeah easy easy okay we can move on thank you very much for listening yeah exactly no no it's really funny like I asked the Google rep from a couple years ago and he put it so eloquently and he looked at me and he's just like ah yeah yeah but you know if you move to admob mediation you're allowed as many calls as you want sure anyway so like what happened if you didn't like play by these rules in ad monetization well the admob team flagged you and they would throttle your inventory by 80 percent and let me tell you like being throttled by the biggest ad Network in Mobile like that will hurt your revenues and like buy a lot and to be unblocked you kind of just have to change the places back to three and just sit and basically wait until the policy team got around to unblocking you I got throttled in 2021

and it sucked the UA team was pissed leadership was pissed I was pissed my admob rep was annoyed from hearing from me like you couldn't do anything because it's done by the policy team so everyone just got pissed how can you how can you actually get unblocked because it's uh it's really hard I guess yeah so you just wait sit and wait until yeah that's all you could do man because like the policy team is like you're not allowed to speak to the policy team in Google so the rep can't speak to the policy team so basically you have to go like back channels like and like how we did it then like some guy the cro that company knew a guy who was like really high up in Google and then you know a good little prayer pull all the strings pretty much yeah but still you know it took three weeks so like I don't even know if the strings worked [Laughter] but anyway uh so why remove this annoying rule right now I don't know like recession fears uh admob is rolling out their bidder on Max and iron source

yeah honestly that's what that was actually going to be one of my speculations because they want to grab more Revenue right and you know after their AI showcase maybe they need it I don't know well why what was the the Google AI uh Revelation uh a flop maybe but it's actually you know the competition there yeah anyway like the main winners from this uh is now like uh will be like Publishers in Google uh so basically finally us Publishers we can expose our whole waterfall uh to add mob demand uh before their bidding rolls in and right now like I've said you know they've been having a list but now that list becomes a bit less valuable bidding is still good but you know I don't know what that uplift is going to be if you have 30 admob calls in your waterfall compared to three I don't know what the uplift is compared with like placements and bidding so I'm going to be testing that out very soon with one of my clients so I'll actually be able to tell you

uh but basically admob would also earn a lot more Revenue because they will get to bid on more inventory and they have more Demand right so they also take a 30 cut on every ad they show in games right 80 yeah and our network is about like 20 or 20 30. everyone takes 30. but the thing is an admonization no one knows how much they take right and you know I've worked in an ad Network and you know yeah you too yeah you told us uh like you never know okay how would you structure this uh this A B test then um uh so basically like you still need to get white listed on Google bidding right and Google bidding when you roll out Google bidding it needs to be done over 14 days and they're very structured with how to do this so basically how you first roll it out is you put it on five percent of your inventory you let it run for five days you look at the results if they're positive then basically you roll it out to 40 and then you keep it there for 10 days they structure you uh and then basically if it looks good you promote to the whole app and if it looks bad just turn it off and try again in a

couple of weeks but you can see like they makes improvements like on the Fly by just like yeah rolling out stuff and changes so yeah look at the dream of How It's how happy do I remember correctly that in order to get this you need to get one of those Elite white lists the bidding thing yeah but not anymore right if they're rolling it out for everybody not yet there's still like a stage roller you still need to get on the list but now with the fact yeah but the fact that the placements you can use now as many as you want means that you know okay you know like you can use the placements right now like everybody can use the placements right now yeah exactly what no no you don't need to be on the list for placements remember for placement okay yeah okay okay no no it's fine come on this is already all rolled out or is it coming in uh yeah so like Google hasn't said anything like officially but I'm hearing from sources and you know there's a blog post that I posted just now and like half an hour

ago going into a little bit this into more detail but the big question mark here is around Google ad manager resellers so because of this three placement Rule and limited exposure of Google inventory and like third-party mediations uh basically it's been this like sub-genre of resellers that have grown in the admonization space and Industry that basically you could add to your ad monetization stack that was actually Google inventory but from another part of the company that was not admob so it's like think of these two big parts of Google and then basically one is also sneaking in and they're not supposed to but anyway so the big question mark is now what happens with Google ad manager resellers because like now it's a big question mark and there's a lot of companies out there uh like earning money from this so that's something yeah I'm really like Keen to see what's going to happen could be either like a really good thing or really bad thing but yeah time will tell and when is it happening it happened yesterday like yeah okay so it's already happened yeah so it's the good thing that can happen

out of this I just told you Publishers will earn more money and Google will earn more money I can okay well doesn't adapt it much because usually when one side is earning more yeah exactly the other side is not earning that much money it's actually losing money if you see a waterfall what happens is like uh a top usually had your three Admiral placements let's for example say like 30 25 and 20 right so because of the three placement rule I couldn't put any Google placements on 15 10 5 right yep so basically that meant that like sometimes the other networks can't always fill but Google is the biggest ad Network so they always fill right so usually like when I got throttled like we got so much more money from having more exposure for admob placements and it was looking really good that's why I did it and because it was earning us way more money until Google was like no you don't mm-hmm okay okay if that makes sense more placements uh more money for you and more money for uh Google because they're taking 30 of the of the cut and

look at that are you the second best admin manager on this podcast yeah obviously isn't this about Google losing market share on ad mediation yeah uh possibly that as well I mean yeah it could be yeah that's the losing part if I understand correctly they don't force you to go there so they're losing the share because they they just want to you know to sell the thing I mean like has I mean like has yeah I mean I'm actually looking forward to asking asking you in a week match like I was thinking like the second order magnitude impact on UA campaigns if they rapid like really increase their like mobile inventory the Google address campaigns are all already like [ __ ] amazing yeah so if this really helps then it's gonna be even better yeah I don't know I don't know if you want to speculate what happens I don't know like let's say if you like you know double the amount of Impressions you can actually like show and publisher apps like what would that impact be on UA

cheaper I don't know more inventory uh more inventory or inventory we'll see I'll see what happens I will tell you uh as soon as I more informed that site as well that wraps it up from this ad monetization little corner and remote location oh it's great it's good uh for us admin people definitely interesting to hear what's happening in the in the dark rooms Smoky back rooms not dark rooms anyway yeah all right that's it uh thank you very much I won't bore you with any uh Dumb Ways to Die articles because it was all over the place everywhere uh and uh yeah see you see you next week thank you very much keep subscribing uh and sharing the podcast with your industry friends talks and cats and uh yeah

cheers thank you [Music]