Interview

Appodeal on the latest trends in app monetisation and programmatic advertising

Appodeal on the latest trends in app monetisation and programmatic advertising

Pocket Gamer Connects will be heading back to Helsinki on 5-6 September.

Tickets are still available.

So, to give you a hint at what you can expect, we're shining the spotlight onto our speakers to provide a deeper look at the personalities who will be taking the stage.

  • Anna Baidachnaya is Head of European Branch at Appodeal, who will be discussing how choosing the right partners from the start can deliver the success your studio deserves.

PocketGamer.biz: Tell us about your company's role in the mobile industry

Anna Baidachnaya: Appodeal is a game changer in the mobile advertising industry. We provide unbiased intelligent ad mediation for publishers in a programmatic way.

What does this mean? Simply put, we take care of all of the processes and any headaches associated with app monetisation by offering easy integration and optimal ad management, which drives high revenues and lets you focus on creating great apps.

What do you feel are the latest trends in app monetisation?

Programmatic advertising is in the spotlight right now and becoming mainstream, as more and more marketing and advertising budgets are allocating space to this area. This is very good news because as new needs appear, companies will be compelled to be more innovative and efficient with their solutions.

Programmatic advertising is becoming mainstream, as more marketing and advertising budgets are allocated to this area.

We predict that the programmatic way of advertising will not only focus on the mobile platform but will also be oriented toward different screens and supports. Anticipating this future development, we recently launched our SDK for Apple TV, a pioneer movement that will open up additional opportunities for publishers to cross-promote their projects.

How can Appodeal help an app developer make money where other ad companies have previously failed?

Appodeal is the brainchild of mobile industry veterans; it began as an internal product for our CEO & Founder, Pavel Golubev and mobile app publishing company Alfa Production. Alfa Production published thousands of apps on Google Play and iOS over the years, monetising primarily through advertisements.

In time, we realised that the entire mobile advertising industry was built in favour of advertisers and middlemen who cut into our profit by taking huge margins. After managing demand sources and optimising waterfalls ourselves, we developed Appodeal, the intelligent app monetisation solution.

Within just a few months, the team at Alfa Production saw a ~270% growth in revenue from mobile apps. The public version of Appodeal was launched in January 2015.

All in all, Appodeal was created to solve the operational problems all publishers face and to effectively optimise the monetisation strategy of mobile apps. Our mission is to bring the power back to publishers.

I would like to mention just a few of the features that app and game developers will love:

  1. Access to all advertising demand sources on the market with one simple and seamless SDK. No need to register with each demand source
  2. Our algorithms make us more effective at monetising and optimising publisher ad inventory by:
    • Eliminating waterfall structures
    • Mitigating the 2nd price auction problem
    • Selling each impression individually
  3. Data drives success. We provide the Insights tool to analyse your performance across multiple dimensions and the Segments tool to take full control of your monetisation strategy.
  4. Immediate and flexible payouts: All payouts are processed by us and advanced to them on a Net 30 or immediate basis depending on the publisher's choice.

What do you feel is the future of advertising in this space? Are Appodeal perfectly positioned to meet those changes?

Appodeal does not want to only perfectly position ourselves to meet future changes in the industry, but also wants to drive these changes. In our quest to boost developers’ app revenues, enough is never enough.

We want to exceed their expectations by offering them innovative solutions to increase their revenues without having to lose focus on what really matters, that is, creating awesome apps.

I encourage all app and game developers to try us, at least as an A/B test, to see how Appodeal outperforms any other solution in the market.


Ray has been an enthusiastic gamer since the age of 5 and has seen his work published all over the internet. He is a proud iPhone 4S owner and absolutely adores working for 148apps. He also plays a mean game of Jetpack Joyride.

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