RTB Exchange Comparison (8)

Has anyone noticed a difference in performance and/or cost between any of the major Mobile Ad Exchanges?

(Smaato, Rubicon, MoPub, TapforTap, Nexage, Google AdX, OpenX, etc..)

Going to be making my own bit of a case study, but very interested in hearing other's experiences with split testing these exchanges.

mopub started banning battery ads, and smaato started giving issues on my battery ads too. mopub traffic is alot more than smaato, but if they flag your ads (which they probably will) because they didnt like the color or something like that, then the traffic becomes kind of the same. google adx has massive traffic, but then the ads get retrospectively rejected very often, so what i do is that i have 4-5 variation of the same ads, run one for 1 day and then switch to another because they are going to reject that 100% of the time.

and this is from go2mobi

Smaato is a scalable source of traffic for almost any Geo. In terms of traffic breakdown, they have roughly 60% in-app and 40% mobile web inventory. Many of their publishers can offer advertisers great CTRs and they are an excellent source to test any mobile performance or branded campaigns.

MoPub is our highest volume traffic partner. 99% of their traffic is in-app, and with MoPub you have access to many top-tier app publishers. Like Smaato, many of their publishers can offer advertisers great CTRs. This should definitely be one of the first exchanges you test any mobile performance or branded campaign on.

Rubicon is one of our biggest sources of mobile web inventory, although the inventory is primarily located in the US. They have many top-tier publishers in the sports, business, and lifestyle verticals. They can be an excellent source for branded campaigns and many types of performance campaigns, depending on your target audience.

Tap for Tap is one of our smaller exchange partners. However, their inventory has historically performed very well for many types of advertisers. Worth testing, but bear in mind that you are not going to have the scale you do with some of our larger traffic partners.

OpenX is a significant source of US traffic, both in-app and mobile web. They have plenty of exclusive traffic, along with being a supplier of some of Airpush's display traffic.

AdX is one of the largest mobile Mobile Ad Network exchanges. They have tons of in-app and mobile web traffic in all Geos. Like MoPub and Smaato, they can be an excellent source for many types of mobile performance or branded campaigns.

Nexage is one of our newest supply partners. They have lots of traffic in all Geos and many well-known publishers. Test your mobile performance and branded campaigns here.

Originally Posted by xavierfok

mopub started banning battery ads, and smaato started giving issues on my battery ads too. mopub traffic is alot more than smaato, but if they flag your ads (which they probably will) because they didnt like the color or something like that, then the traffic becomes kind of the same. google adx has massive traffic, but then the ads get retrospectively rejected very often, so what i do is that i have 4-5 variation of the same ads, run one for 1 day and then switch to another because they are going to reject that 100% of the time.

and this is from go2mobi

Smaato is a scalable source of traffic for almost any Geo. In terms of traffic breakdown, they have roughly 60% in-app and 40% mobile web inventory. Many of their publishers can offer advertisers great CTRs and they are an excellent source to test any mobile performance or branded campaigns.

MoPub is our highest volume traffic partner. 99% of their traffic is in-app, and with MoPub you have access to many top-tier app publishers. Like Smaato, many of their publishers can offer advertisers great CTRs. This should definitely be one of the first exchanges you test any mobile performance or branded campaign on.

Rubicon is one of our biggest sources of mobile web inventory, although the inventory is primarily located in the US. They have many top-tier publishers in the sports, business, and lifestyle verticals. They can be an excellent source for branded campaigns and many types of performance campaigns, depending on your target audience.

Tap for Tap is one of our smaller exchange partners. However, their inventory has historically performed very well for many types of advertisers. Worth testing, but bear in mind that you are not going to have the scale you do with some of our larger traffic partners.

OpenX is a significant source of US traffic, both in-app and mobile web. They have plenty of exclusive traffic, along with being a supplier of some of Airpush's display traffic.

AdX is one of the largest mobile Mobile Ad Network exchanges. They have tons of in-app and mobile web traffic in all Geos. Like MoPub and Smaato, they can be an excellent source for many types of mobile performance or branded campaigns.

Nexage is one of our newest supply partners. They have lots of traffic in all Geos and many well-known publishers. Test your mobile performance and branded campaigns here.

wow dude! Thanks for that, much appreciated!! Will be sharing my experiences here after I get some good data!

Great list mate, thanks for sharing!

Is it possible to work directly with Exchanges or only from DSPs?
Do Exchanges have standard APIs?
Do you know DSPs with APIs?

> Is it possible to work directly with Exchanges or only from DSPs?

Yes. Most exchanges allow you to purchase directly through them, some don't (such as Smaato etc). Also, some don't have target/optimisation as good as the DSP. Most exchanges focus more on the SSP and the DSP falls by the way side... because the money is made on the SSP side of things, not the DSP.

A DSP will also allow you to centralise your purchases and buy across multiple exchanges, without having to manage multiple accounts, budgets and creative approvals

> Do Exchanges have standard APIs?

Yes

> Do you know DSPs with APIs?

Yes, we have an API list I can forward to you. http://adivity.com

thanks @adivity, I PMed you