In-app Bidding

What is in-app bidding

In-app bidding is a programmatic auction system where advertisers compete in real time for ad inventory inside mobile apps. Unlike the traditional mediation waterfall, which prioritizes networks sequentially, in-app bidding allows multiple demand sources to submit bids simultaneously, creating a faster and more competitive marketplace.

How it improves ad delivery

In-app bidding streamlines the ad delivery process by removing delays inherent in the traditional waterfall system, where networks are called one after another. By allowing all buyers to bid at the same time, it ensures:

• Faster ad load times, reducing latency and improving the in-app user experience

• Higher yield for each impression, as the auction determines the highest possible price in real time

• More precise targeting, leveraging data from both the app and the user to match ads with relevant audiences

This real-time, competitive approach makes the ad ecosystem more dynamic and efficient, benefiting both publishers and advertisers by maximizing revenue potential and engagement.

Advantages for publishers and advertisers

In-app bidding benefits both sides of the ecosystem:

• Publishers gain higher revenue and better fill rates since every impression competes in a fair, open auction.

• Advertisers can reach their target audience more efficiently, paying only for impressions that meet their criteria and budget.

• Transparency improves because the auction process is automated and all bids are visible, reducing reliance on opaque network prioritization.