AdMarvel – ad networks aggregator and mediation server
AdMarvel’s open advertising aggregation and mediation platform (read my post about advertising aggregation and mediation platforms here) allows mobile publishers and advertising platform sites to use a central place to reach each other. To publishers, it allows to integrate inventory from any participating ad network into their data services and track the overall performance through a dashboard interface. To advertising companies, it allows to reach all the participating publishers.
The company has recently made significant positive changes. It has boosted its ad-serving functionality to enable its customers to provision, manage and track the effectiveness of both sourced campaigns and internally developed house ads. It also now offers a variety of pricing models and targeting by device type, user profile and operator and frequency capping.
New analytics tools allow the users to track technical and revenue performance information across a publisher’s network and deliver detailed reports on ad requests, fill rates, click-through rates, ECMP, users, devices and geographic distribution.
Many iPhone and Android developers who are trying to monetize their application through AdMob advertising network, are starting to look into using AdMarvel to fill the unused repository. Low fill rates have been plagueing AdMob for quite some time now and many publishers although being concerned could not do a lot about it. Using Ad network aggregators like AdMarvel, can help publishers use the unused repository through independt advertisers or other advertisers through AdMarvel aggregation service.
Hopefully the copetition will boost revenue the publishers are receiving from AdMob and lower the pricing for advertisers. It seems that soon AdMob will have to compromise for lower margins or loose a lot of business. It looks that the general path AdMob is choosing is the sane one — compromise for lower margins since it has been lowering prices for advertisiers and significantly improving fill rates for the publishers.
Related posts:
- AdMob lowering the minimum bid for many ad targeting options
- AdMob launches mobile version of the website
- Admob improves the dashboard interface for publishers and advertisers
- Apple buys Quattro Wireless in response to Google buying AdMob
- Mojiva – a new promising player in Mobile Advertising
