Via Google Blog

Optimize performance of the AdMob network with multiple calls

Multiple calls is the practice where app publishers call the same network multiple times for a single ad request as a way to maximize inventory access and earn more. When working with AdMob mediation, we recommend using Ad Network Optimization (ANO) as it can help you optimize revenue across multiple networks automatically. AdMob allows up to three calls for the same ad request. For publishers who are interested in calling Google from third-party mediation platforms, below are some general guidelines.

  1. Set up three baseline calls to test high, middle, and low price tiers. For the high-tier call, place it at the very top of your waterfall. We recommend setting a floor price at the same CPM as your highest line-item. For the medium-tier call, place it at about 50 percent of the top call’s floor price. As for the low-tier call, place it near the bottom of the waterfall to allow Google to fill at almost any floor price. 
  2. Make sure there’s an adequate range of CPM price difference between the calls to drive up the floor price effectively instead of adding more calls.
  3. Continue to test floor prices and ad formats with a small percentage of your inventory to capture any upward trends to earn more. 

As we can see from the above, this approach requires a lot of time commitment from publishers. If you’re looking to reduce time spent optimizing your performance, we recommend taking advantage of the AdMob platform. We offer many built-in features to help you optimize demand across Google and many other ad network partners more effectively. Instead of making manual updates to manage the waterfall, you can turn on ANO to automate that process. Mediation a/b testing is another great feature for you to test and refine your waterfall setup. AdMob also offers an in-app real time bidding solution called Open Bidding to help publishers maximize revenue. If you’re interested to know more about Open Bidding or the a/b testing feature, please talk to your account manager. To get started with mediation, simply log in to your AdMob account.

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