What are best practices for optimizing ad revenue from FAN in open bidding on Admob?
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Private answer
- We ran a test for open beta on one app on Admob while in Beta
- Tested out Open Bidding on a relatively small DAU <100k
- It was a casual game aimed primarily at tier1 markets in the West
- Ran test on both iOS and Android
- There was not a whole lot of difference in the long term (3-weeks) between "Accept any price" and setting proper floors for the open bidding test.
- There was also a version where we included a "normal" waterfall under the open bidding channels. That was the most optimal setting and it mopped up about 10% of the long-tail impressions at a low eCPM.
- Under normal situations depending on DAU and specific peculiarities of each app (like a geo-skew to say INDIA or RUSSIA), I include 2 to 3 separate calls for FAN, but open bidding seems to outperform such optimizations.
- Plus long-term it's a more efficient use of limited team bandwidth, and reduces latency on the servers.
- A last, batteries-not-included disclaimer: These are still early days. The test I'm referring to has been run for less than a month so things might still change.
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