What is a mediation platform? | Adjust

Most importantly, a mediation platform is useful for increasing ad revenue. The mediation platform checks what CPMs the various ad sources are offering and fills the impression opportunity with the highest one. It’s this competition that drives up the CPMs and can oftentimes yield app developers a 3x increase in ad revenue. Some mediation platforms have an auto-optimization algorithm, which can increase performance compared to a traditional waterfall, to save time and resources normally spent managing waterfalls.

Additionally, mediation platforms consolidate many ad networks into just one SDK integration. Having too many SDK integrations can affect an app’s performance, slowing it down and causing unforeseen irregularities in the app’s user experience – what’s also known as SDK bloat.