Most publishers have accepted ads as part of their monetization strategy for their apps. In addition, they’ve come to realize that no single ad network is sufficient to fill all their ad requests, in every country, and deliver the highest value. With that realization, a publisher must decide how best to integrate multiple ad networks into their apps. The choices are somewhat limited. Either a publisher has to integrate ad networks separately and build logic to control which ad network gets called and when, or they use a third-party mediation platform.
There’s a lot of choice when it comes to ad mediation platforms to help mobile apps monetize their users through advertising. Of course, the reason and main motivator to use a mediation platform is that it allows app developers to utilize many different ad networks so they can get optimal performance and fill rate, or “yield” from their ad placements. In most cases, a single ad network simply doesn’t have enough ad demand to fill all requests from an app with global traffic.