A big challenge that app publishers face is monetizing their apps effectively. They build a great app and want their app to yield good returns, so they look at ad partners who can help them monetize these apps. Soon they start working with many such partners, for multiple apps that they build and they eventually find themselves struggling to monitor and manage their ad monetization.
While it is absolutely essential for publishers to monetize their apps, here are the five key reasons why it becomes challenging for publishers to earn maximum revenue out of their apps:
1. The choice of ad type
The choice of an ad experience can make or break the app experience for the user. If a certain ad format interrupts or disturbs the app experience, the user will not click on it. It could even result in user accessing the app less frequently or not using it at all.
2. Not integrating multiple ad partners
Most app publishers start off by integrating with a single ad partner. However, after a point, they will have more inventory than what a single ad partner can fill. Furthermore, that ad partner’s strength in fulfilling demand may be restricted to specific geographies.
3. Ad partner integration is tedious
Even if publishers do end up working with multiple ad partners, integrating with each of them is a cumbersome and long-drawn process. Each time a publisher integrates with a new ad partner, it requires adding their SDK to the app to make the integration work. This makes the process time consuming and also results in the app becoming heavier.
4. Little control over ad monetization
Another key challenge for app publishers face is tweaking and customizing the ad partner integrations as their performance goals change. These integrations offer app publishers little control over setting CPC benchmarks, CPM thresholds and weightages for ad networks based on their performance priorities.
5. Difficult to analyze
Every ad partner that publishers integrate with will have its own monitoring and reporting mechanism. Keeping up with multiple such reporting interfaces and a plethora of reports that get generated each time becomes a big challenge.
The answer to these challenges lies in the choosing an open one-stop solution that simplifies ad monetization for app publishers. Such a solution should support multiple ad types and multiple ad partners. A single SDK that can integrate multiple ad partners would definitely help ease the integration pain for app publishers. Furthermore, the solution should put app publishers in charge of the ad monetization, giving them complete control and the ability to customize their ad monetization. Finally, the solution should offer a unified dashboard that gives an in-depth view of the ad monetization.