In-App Bidding vs. Waterfall: What’s Best for Your Mobile Game?

The article emphasizes that in-app bidding is the future of mobile game ad monetization, now representing ~80% of typical setups, with growth driven by advertiser demand for performance-based KPIs like CPA and ROAS. Machine learning (ML) from networks like Moloco automates bidding, creating a virtuous cycle of higher eCPM and stable revenue. For game types, hyper-casual prioritizes high fill rates and efficiency via bidding to capture revenue before churn; casual uses hybrid IAP/IAA with bidding for volume, while Moloco eliminates intermediary fees to boost eCPM; mid-core/hardcore attracts premium ad prices, and bidding outperforms waterfall by increasing competition and avoiding latency.

Key data: in-app ad growth at 9% annually through 2030, and programmatic ad spending at 90% of US digital spend. Actionable takeaways: publishers should transition from waterfall, begin A/B testing, and partner with networks providing direct demand (e.g., Moloco) to maximize revenue. The article urges immediate action to stay competitive in evolving ad tech.