MOBILE & EMERGING FORMATS
In-app, CTV and audio are not web with a different screen size. Different identifiers, different measurement, different supply chain authentication, and a different set of ways to be silently unfilled.
Publishers coming from web monetization consistently under-earn in app because the web playbook is carried over intact. Ad formats that work on a page are wrong in a feed, app-ads.txt is incomplete so a share of bids get filtered before you ever see them, and mobile header bidding is either absent or configured as a copy of the desktop wrapper.
CTV and audio have their own version of the same problem: the inventory is genuinely valuable, the supply path is genuinely messier, and the gap between gross demand and what reaches you is larger than anyone expects.
You are probably here because
- In-app CPMs sit well below your web CPMs on comparable audiences
- app-ads.txt is incomplete, stale, or missing reseller lines
- Rewarded and interstitial placements were never tuned for completion
- CTV inventory sells through a single partner with no benchmark
- IDFA and GAID handling was set once and never revisited against current policy
HOW THE ENGAGEMENT RUNS
- 01
1. Supply chain authentication first
app-ads.txt, sellers.json and SupplyChain object validation. Unauthorized or unlisted paths get filtered by buyers before any optimization matters, and this is usually the fastest revenue recovery in the whole engagement.
- 02
2. Format and placement review
Interstitial, rewarded, native and banner placements evaluated on completion and on session-level revenue rather than on impression count — an interstitial that raises churn is negative revenue on any horizon longer than a week.
- 03
3. Mobile demand stack
Prebid Mobile and Amazon TAM for apps, mediation waterfall versus in-app bidding, and the SDK integration issues that cause timeouts to look like no-fill.
- 04
4. CTV, OTT and audio
Ad pod structure, server-side ad insertion behavior, and partner benchmarking for the formats where you currently have a single point of comparison.
WHAT YOU GET
Scope covered
- In-app advertising setup: mobile SSP integration, MRAID compliance, app-ads.txt
- Mobile ad unit optimization: interstitial, rewarded video, native ad formats
- Mobile header bidding via Prebid Mobile and Amazon TAM for apps
- Connected TV (CTV) and OTT ad stack strategy and implementation
- Audio ad integration and podcast monetization strategy
- Resettable device identifier (IDFA/GAID) and privacy signal compliance