two & a half gamers session #52 - Admon gossip corner, Unity expensive bug, APS, Google 3 placements

[Music] hello everybody Welcome this is no [ __ ] gaming podcast two and a half Gamers session number 52 sharing actionable insights dropping knowledge for our day-to-day user acquisition game design and AD monetization drops we're definitely not discussing the latest news uh we are having so much fun let's not forget this is still a 400 a.m. conference discussion Vibe so let's not take it too seriously uh today we have Felix ads are beautiful braber yakob industry skeptic I guess Remar and mate zero fo given approach L you mean the UA flamboy manager oh my god flamboy dude ah I didn't even know like what the [ __ ] that that word even means so actually had to look it up so it's uh

like uh you think it's an insult I think it's a compliment crazy I I'm not sure I'm not sure it's something something in the in the middle so it's like a the high self-esteem for for for those people listening in and not watching ma is sitting with a pink cap while saying I'm not flamboyant of course well it's like you know it's it's a Tik Tok swag so why not come on it's great okay uh so uh we came back from uh Barcelona well at least I came back Friday uh from games Forum conference it was amazing conference man told you I've been telling you guys for years years what do you mean years the conference is going for like what three years and two years telling you for two I've been telling you for two two years almost for for covid 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 [ __ ] TST no you 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 to barela yeah yeah true so much yeah so we had also live session after day one what Felix uh intro was about this flamb booy and whatever UA managers are flamboy which they are maybe maybe but I think it was a really nice experience we did it for the second time uh first was in Helsinki I would really hang over Felix as well it was silent disco before okay so for everybody who doesn't know what to silent thiso is so you have actually 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 the headset silent this this is actually great great name for it uh and it people described the session after afterwards is very

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

going to be a lot of fun and today we're going to talk about well we're going to talk about ad meditation and it's going to be Felix special episode yes and if we have time I might be talking about the dumb way 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 Felix easy there flamboyant boy Jesus Christ this going to be following me forever yeah yeah if you've built a mobile game for iOS or Android you've experienced user turn you can win those users back but it's getting more and more expensive even more so to acquire totally new users enter cross promotion with adct 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 ad [Music] dict.com wait let me do that again it's perfect man yeah you should start o all the time all the [ __ ] time o 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 AD 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 be careful with the be careful with the latency the latency got you into a lot of trouble last time you yeah

they do recommend you to remove placement on their dashboard so this is from them you know yeah well just be careful yeah always always scared Jesus publishing a Blog now as well I scared getting in trouble anyway we'll get to that later uh you need to know that imobi placements perform better on banners compared to their bidder uh yeah the ADM bidding algorithm is based on Force filling impressions for the first three days to drive learnings uh 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 yeah know me right now right so you need to like learn you need to talk to 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 course we don't anyway so my my hope with this podcast is always to like shine uh a bit

on a light on how things work where is my popcorn what the [ __ ] like this is like like a show amazing we practice this before uh in front of the mirror no no jez I'm on a r like you know okay add monetization for the people yeah for sure for sure okay so I don't yeah 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 SE segment which I'm planning to do once a month or every maybe bit longer when you guys let me my aim 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 ad monetization for the people can I get a Hallelujah for my favorite FL flamboyant UA manager of course you can it need to be entertaining what happened with Felix we got the Robin Hood instead yeah yeah yeah can I get a Hallelujah from our resident op istic game designer theistic or second best UA manager on the podcast exactly hey hey I almost launched a UA campaign a couple of weeks ago I did oh yeah you should everybody should so at least you know like how easy it is to spend money down the toilet yeah exactly exactly yeah that's the easy part you know hard 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 u.a is dead of course everything is dead UA is dead freet to play is dead just move on to Triple game design is Not Dead game oh of course well game design is not dead yeah you'll be alive when me and Ma are both automated yeah yeah that was the first thing he said like oh well you're you're going to go go away with admon then AI is going to come for you and UA as well but not g be like no no no no no yeah I know he's immune Jesus you are going you 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 uh I might give you some like a jingle to the background just talking about this man can it be like a kaching cuz you know like every view you get you know get a little get a little impression Revenue yeah surprise me okay well yeah all right so first I want to talk about a massive can you drop the dramatic voice please

yeah it was great for the intro but now it's 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 admon business and at like four o'clock Central European times like re Unity Revenue like just shoots through the roof like on all the apps that I manage and not like by a little but by a lot for example uh if you're earning maybe like $450 an hour from Unity it more than 10x like so wait so wait wait wa wait wait so

maybe well just explain the the the problem and then like I'm going to 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 re when you like buy 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 then if you went into the unity dashboard like there was nothing there right so there wasn't 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 formats and like the issue is you could only have spotted this issue after about 90 minutes or two hours since like report reporting and AD monetization is

structured like that yeah so everyone who has unity in their ad stack which is pretty much everyone that has ads was affected by this so like do I get that right that 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 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 AD Ras campaigns and if you know instead of your if let's say if your ad Revenue in one game is like 10K a day and if that shows is 50k that day what does happen on the UA front what happens then [ __ ] up everything basically MH yeah but okay but in terms of the monetization site so uh did you lose the money or the money didn't actually ex the reporting 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 do you have to like switch off the unity on all formats like uh because Unity emailed us tell us to do it ah oh okay and if you didn't do it then then what happened I mean basically 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 don't lose 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 a bug how can you actually get the money yeah and prove you can easily prove this like yeah 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 oh but they'll fix it but you also have it like but also you can also prove it like ma for example like if you double spend or overs spend on your like TR 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 un campaign once and spent 30k in one day instead of $300 that I planned to it was my fault it was my mistake because I put unlimited budget and I just kept the bit for like $3 and that was it fat finger problem us thing yeah and the thing is like on for example on Google what happens uh multiple times is that uh the Google overs spent 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 day like 30 days average but what happened once to me it was like Google over spent like six time 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 fre 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 addas oh was it yeah 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 somewhere 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 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 un that's you know like a small microcosm of the whole ecos system 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 eror right some have smaller magnitude and some have bigger magnitude But like everyone was affected so like yeah expensive M but then how 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 and they're not as strong as they used to be a couple of years ago like you know the UN Glory 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 U side as well on the US side not that much I would say on the US 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 way better back in the day when back in the days is that like 2018 okay 2019 okay and then 2021 it was actually one of the

best channels I had in in my UA mix okay yeah 2018 is back in the days that's five years ago that's Bing the days I'm in the industry for 10 years what do you mean it's all like five years in UA what the [ __ ] like that's like that's a long time anyway so yeah this is obviously an ongoing situation but they're going to 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 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 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 uh so 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 2534 exactly right so now I want to talk about the second hottest thing yeah Amazon okay 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 so the people actually exist nice 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 yeah be careful it's just uh 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 these human Bezos or AI all

right 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 told us that Amazon basically has a list of onboarding prospects so they only onboard like they prioritize onboarding developers that have a large overlap uh with apps and games that they've seen a large overlap of their customer so right now uh that means in gaming uh basically what's being prioritized is kind of the Evergreen titles that basically older generation like play and basically think 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 nailed it 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 US basically which was like the the best target audience in the best segment are you doing UA on APS now no not at the moment I could actually yeah you need to try it man this is the new thing man I try to to contact my my old friends in Amazon I'm the TR there still there wait you telling me now you have friends at Amazon well you never asked I need to check if they're still there yeah thanks buddy anytime 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 with the question like the main question is did you ask this person what Tam actually means yeah he told me but I didn't remember anyway Tam which the acronym not what the acronym stands for but what it essentially means is that you reach out to dsps you do a direct IO 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 dsps 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 the top dsps that I'm not going to share in terms of time partners for banners oh

wasn't it by the way Jeff's like main motto like your margin is my opportunity of course yeah 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 basos I couldn't possibly comment I couldn't possibly comment right I hope you signed an NDA and now uh you're [ __ ] again did you just not hear that I you couldn't posibly comment oh of course okay I can't go to the Smokey back rooms if I have an NDA ma yeah I know I know yeah so anyway uh top DPS Xander share through openex loopme mobile fuse somato of course Rubicon and index exchange and finally imobi and PubMatic so those are ones to keep an eye out for um basically what I would like recommend here if you start starting with them is you know uh run

for maybe four weeks without doing any deals see which one of these like dsps is actually bidding the most in terms of your 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 Maxs to start with and then just yeah reach out to them do an IO deal is quite quickly and then uh basically the dsps have to handle everything and yeah then you're off to the racist what's the difference between all of these dsps seriously 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 dsps 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 mish mash some are resellers some are doing it it's just like you know if you were to like map this out with a string like it' be a mess okay so what's the difference

different sources yeah different sources and different you know the names are different different different traffic works for different products yeah sure yeah okay like a Goa yeah yeah exactly Remo exactly like a goaa yeah never know what you get it can cost the fortune but it's worth [ __ ] I'm pretty sure that uh this Loop me DSP has very good vectors and systems design vectors it's 3.86% better exactly decimal so we everything flamey and decimals in [ __ ] game design amazing Vector I could already tell like with all this admon content speaking now for like what is it 15 minutes like Remo's just like this sucks I hate putting ads in my games and I don't want it there 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 yakob doesn't even exist yeah exactly Harry Potter invisible

clo yeah well the fact you know like at least uh you dropped the glasses I dropped the glasses today as well just because anyway uh also the best Insight uh from this conversation uh that I think I Learned was that Amazon publisher services does not currently support the creative end cards not the ones that you add Mach but the ones that are superimposed by ad networks like for the end of the creative yeah on videos so uh I went on to the impact of these end cards uh on the C and install like IR metrics like quite a lot in episode 33 and also known as the Maier in Australia episode that all right yeah yeah yeah uh anyway to summarize that episode uh these creative end cards are super imposed by ad networks and they have massive impact on how like to drive in stalls and clickthrough rates uh we can

just link uh the episode uh Link in the show notes and you can watch it on your own time yeah I will actually put it a car video card on YouTube so we don't need to link it in the show notes you know we 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 say like it is the superos end card yeah super that that's the altered gameplay from the live episode there you go yeah exactly [ __ ] hell no [ __ ] man yeah it's it's really annoying but uh so I had this right yeah that's what I want to say I had this panel discussion PGC uh with madex as well and uh yeah the guy said also that 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 conversion on the other hand is [ __ ] annoying yeah of course because you want get out of the ad so you're clicking everywhere So eventually you click on

the ad I actually have a question M like kind of what I've heard and you know I've never run a UA campaign right but oh you you just said you almost started almost yeah almost so basically uh the the networks I hear that have the highest CTR is iron source and applin uh what is the impact of having a high CTR does that impact install rates or like what's the impact cuz these guys have the most in terms of AD monetization the most aggressive end cards I would say I say impacts the the insta right afterwards um on these specific networks on on Facebook Google or Tik Tok or any yeah I think these three doesn't matter that much you have different optimizations on the campaign side and those have very different ctrs so that's why I always say I don't give a [ __ ] about ctrs that much uh but also like in this context and AD networks you actually need to pay attention to the ctrs explain that it's like What's um on like iron Source uh uplo 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 and apple I don't have the Benchmark so I have no idea honestly it's been a while since I run app oh I can I can check so I will put the the benchmarks for app into the into the show notes I can't tell you what it looks like on Facebook and Tik Tok as well and maybe Google so on these channels it's usually like for mobile app install optimization anything above 1% is is actually 1.5% is actually good um different genres have very different ctrs as well so for example hyper casual 1% would be [ __ ] uh you would need to aim for 5 10% CTR which results in very good performance for purchase optimized campaigns The Benchmark is somewhere for CTR is somewhere between 0.5 and 1% that's like good or very decent and for Value optimization is any between 0.2 to

0.5 so percent again like this means almost nothing it's just like different optimization different players uh 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 look into the the uping iros actually yeah and yeah remember like they changed those end cards like a two years ago so you yeah yeah I need to check that as well but it's a but it's a really really interesting thing that I after the PGC conference I actually started um experimenting with with end cards on on unity and app as well uh on unity and it makes a very big difference uh obviously makes sense because uh well on unity and 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 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 Audience Network on Facebook so uh what I wanted to say is that I tried I started experimenting with 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 Rive it is it is better yeah so for me ip Chang yeah I just changed the visuals change visuals really for me yeah yeah just for on my side it's only changing the visuals um so Macha doesn't put these M cards in Remo it's the ad networks yeah that's the ad networks so they are controlling the how intrusive it is basically anyway we got a bit of tangent but I thought it was a good tangent no come on it's great it was a great tent my second UA manager lik a very good question Tak the best you

image 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 persp uh 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 do do you think I mean it's just they said on the call working on it so yeah we're definitely going to do it but like the thing is like it can be on a spectrum right so like you know how ad mob 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 like if you think about on a spectrum like I'm wondering if they're going to go Google or going to go like ad Network right so probably somewhere in the middle I have no idea we'll have to see I think a network more likely than than Google or actually a hybrid bum there you go

yeah both best from both worlds but that means like you know they're going to 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 Tam DPS 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 watch even more we all saw lift of ads I have no idea what you're talking about man do you guys never watch ads in games like I do but I watch them don't you know what different like I can tell usually by the first second like who which company's serving that ad like really yeah we should do an episode on that I can I can definitely do that it's super oh yeah yeah it's really interesting because I usually click on the the ey button uh and then see if it's Google iron Source Unity or Facebook even but man that's so sad like I can l 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 game playay that's usually fake but like at least I can want to dissect the fakeness of it it's a game play fake game play us no this is interesting I really want to know like how you actually spot these yeah I can actually I can prepare something and show but it's like little tiny things no not going to prepare anything we're going to just try you man no [ __ ] we'll see how accurate you will be yes yes better man that's oh man let's do that oh man yes 100% let's do that yeah I'm not going to prepare anything you guys you guys do the preparation yeah 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 ridiculous hat come on you ask tikk to send you one yeah if we lose we have to wear the kimonos for month the kimonos are nice anyway are nice okay now uh to the main event

of the admon gossip corner and this is actually fantastic news by the fantastic news why why did you put like the corner everybody's talking about Corners here and there crypto Corner whatever corner just cuz I'm always danged up by you two so I'm on like in the corner oh yeah okay okay wow DC myself out of that one ni yeah so uh rumor has it that ad mob is finally dropping its multical limit policy on third-party mediation so this is crazy news from my NE 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 pric points in your waterfall uh why would you ask would

Google do this um I asked an ad Force 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 a Google rep from a couple years ago and he put it so eloquently and he's looked at me and he's just like ah yeah yeah yeah but you know if you move to admob mediation you're allowed as many calls as you want I'm like uh-huh yeah sure anyway so like what happened if you didn't like play by these rules in ad monetization well the ad mob team flagged you and they would throttle your inventory by 80% 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 un be unblocked you kind of just have to change the placement 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 you get yeah that's all you could do man because like the policy team is like you're 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 C of that company knew a guy who was like really high up in Google and then you know could P all the strings pretty much yeah but still you know took three weeks so like I don't even know if the strings worked but anyway uh so why remove this annoying rule right now I don't know like recession fears uh ad mob is rolling out their bidder on Max and iron Source M

AI yeah honestly that's that 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 why was the the Google AI uh Revelation uh a flop maybe but it's actually you know the competition there that's the thing the anyway like the main winners from this uh is now like uh we'll be like Publishers in Google uh so basically finally as 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 ad mob 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 30% yeah and AD network is what like 20% or 30% 30 everyone takes 30 but the thing in ad monetization no one knows how much they take right and you know I've worked in an ad Network and you know yeah you you yeah you told us uh like you never know okay how would you structure this uh this maybe test then uh so basically like you still need to get Whit 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 5% 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 lap and if looks bad uh 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 look at Remo how it's how happy he do I remember correctly that in order to get this you need to get on one of those Elite white lists the bidding thing yeah yeah but not not anymore right is 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 okay yeah but the fact that that placements you can use now as many as you want means that you know you know like you can use the placements right now like everybody can use the placements right now yeah exactly theist yeah what no no you don't need to be on the list for placements Remo for placements okay for okay okay no well it's fine come on is it already rolled out or is it coming in the 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 like half an

hour ago going into a bit this in 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 thirdparty mediations uh basically it's been this like sub genre of resellers that have grown in that monetization 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 uh 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 we happened yesterday okay already happed it's out interesting what'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 how can okay well doesn't add up that much because usually when one side is earning more money ex the the other side is not earning that much money it's actually losing money us like if you see a waterfall what happens is like uh a top you usually had your three adob 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 five right y 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 ADM mod placements and it was looking really good that's why I did it uh because it was earning us way more money until Google was like no you don't mhm okay more placements uh more money for you and more money for Google because they're taking 30% of the of the cut

yeah look at that are you the second best admon manager on this podcast yeah obviously fire isn't this about Google losing market share on Ed mediation yeah uh possibly that as well I mean yeah it could be 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 actually looking forward to asking asking you in a week M like I was thinking like the second order magnitude impact on UA campaigns if they rapid like really increase their like mobile inventory and the Google Adas campaigns are all already like [ __ ] amazing yeah so if this really helps then it's going to be even better yeah 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 in apps like what would that impact be on UA cheaper I don't know more inventory

more inventory or inventory we'll see we'll see what happens I will tell you as soon as I have more more info on that side as well that wraps it up from this ad monetization corner and REM isation stand up that it's uh it's great oh it's good it's good uh for us non non admon people definitely interesting to hear what's happening in the in the dark rooms Smokey back rooms not dark rooms oh okay it's dark room it's Adon dark room and anyway yeah right that's it uh thank you very much I won't bore you with any uh Dumb Way 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 TOs and cats and uh yeah cheers

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