Mobile app install ads direct users to install a particular app. Tapping on an app install ad would take the user to App Store or Google Play (or other app stores) from where the app can be installed.

Standing out among the millions of apps in App Store and Google Play has been a constant challenge, and app install ads are now seen as an effective tool to overcome this.

App install ads have resulted in high CTRs, more downloads, and measurable returns and hence, have gained huge popularity among marketers and brands.



How well app install ads are performing?

Mobile app install ads are one of the top performers in the mobile ad space with its targeting capabilities. 30% of mobile ad revenue last year in the US was attributed to app install ads. BI Intelligence report notes that the revenue from app install ads in US will mark $4.6 billion this year, and will grow to $6.8 billion by the end of 2019 with a compounded annual growth of 14% from 2014.

Here are some stats on app install ads on Facebook in India:

  • The average cost-per-install (CPI) on Facebook ads in India is in the range of INR 50-70 ($0.81-1.14).

  • The average CTR for mobile app install ads on Facebook in India lies in the range of 2.5-3.5%, and a peak CTR of 4.5% can be achieved.

A study by US-based mobile marketing company Tune presents the following findings about app install ads in India:

  • India represents 7.4% of the world’s mobile app ad clicks.

  • The highest number of clicks is from Maharashtra, followed by Haryana, Karnataka, West Bengal and Andhra Pradesh.

  • India is the fastest growing region for app installs driven by ads, ahead of markets like Europe, North America and APAC.

  • 5.5% of the users installed an app after clicking on ad. This is a 139.13% increase in one year.

  • The highest app revenue comes from Gaming apps followed by Travel, Lifestyle, and Social.

  • 2.9% of the global app revenue comes from India, which is a 625% increase in one year.

Facebook’s deep linking for app install ads

Facebook has recently introduced deep linking for app install ads. You can choose to redirect the user tapping on your app install ad to a particular place in your app instead of the homepage; e.g. a developer of an e-retail app wants to run ads for a particular smartphone. He can deep link users directly to the smartphone page once the user opens the app post-installation. Hence, the user doesn’t need to search for the smartphone after opening the app. The removal of extra steps for the user to reach his product page would drive higher conversions and purchases.


App install ads showcase top performance with high CTRs and greater conversions, and are in great demand among app developers, marketers, mobile publishers, and ad networks alike. Expect the share of app install ads in mobile ad dollars to only ascend further.


Looking to try app install ads for your app? Connect with AdIQuity today! Click here to get started. Send us an email at with the subject “Interested in app install ads”. We will get back to you at the earliest possible.


With the surge in use of mobile devices in India the usage of mobile apps is also booming. 90% of smartphone users in India use apps, i.e. 158 million users; and 77 % of these have up to 30 apps on their smartphone. The Indian Council for Research on International Economic Relations (ICRIER) has declared that the Indian mobile app market is worth $150 million now and is expected to grow exponentially to $626.23 million by end of 2016. This would mean a quadruple rise in the app market in next two years.

But the app market is not just promising, it has much competition within. Indie app developers, first-time developers and developers having a few apps often ponder on the fact that which kind of app would be easy to build, in less time, and with low resource requirement. Which is the most favourable app category for app developers?


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A survey from Nielsen shows that Gaming, Social Networking, and Entertainment (videos, movies, and music) are the three top app categories that people use on a regular basis. Out of these categories Gaming and Social Networking space have major chunk of users using only a few popular apps. For example, social networking space is dominated by a few apps such as WhatsApp, Facebook, and Twitter. Similar scenario could be seen in gaming space where people are addicted and loyal to a few games only. In addition, it is complex and time taking to build apps in these two categories. This brings us to the next most popular category of apps, Entertainment apps. This category of apps is not dominated by handful of players, and it is relatively simple to make an Entertainment app.


Another study conducted by Flurry on the year-on-year growth of app usage in different categories reveals that Messaging & Social is the top category where app usage is growing i.e. 203% growth. This is followed by Utilities & Productivity (149% growth), and Media & Entertainment (77% growth) categories. Keeping in mind both the popularity of category and growth in usage year-on-year, it won’t be wrong to conclude that Entertainment apps are the most favourable category for developers to build an app in.

The app usage is highest in the age group of 18-24. If app developers build apps that would appeal to this age group, it could be very much beneficial for them.


The new infographic from AdIQuity helps us decode the most favourable category to build apps in India. The infographic depicts the following:

-  Indian app market overview

-  Identifying the top app categories in terms of usage and growth

-  Find the most favourable app category for app developers to build an app in India

-  Understanding user behaviours in the most favourable app category

-  Glimpse of top easy to build apps in the most favourable app category

View the presentation here.


Infographic - Entertainment app 2


If you are interested in monetizing your app to its full potential, connect with AdIQuity.  Click here to get started. Send us an email at with the subject “Looking for app monetization”. We will get back to you at the earliest possible.

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.

Mobile advertising has emerged as one of the most popular, reliable and simple ways for app monetization. App developers look up to mobile advertising as a practicable way to monetize apps, where ads are precisely targeted and do not compromise with the user experience. Targeted mobile ads made possible with advanced user data and app analytics, have benefitted both app developers (by providing better experience to their users) and advertisers.




Unique identifiers for mobile devices were put in place for fetching user data and better tracking. Many app developers make money through cross-promotion, i.e. by promoting other’s apps in their own app.Unique identifiers are also required for tracking purposes in cross-promotions.

However, the use of these identifiers led to privacy issues among many consumers. To limit the growing privacy issues, first Apple and then Google came up with new identifiers for mobile devices.


What is Google’s Advertising ID?

Google’s Advertising ID is an anonymous unique identifier which balances both advertisers’ need for tracking user data and users’ privacy issues. The new ID passes the control back to the Android users. The users can now choose whether they want their devices to be recognised or not, and can reset the ID anytime they want. The Advertising ID can be reset under ‘Ads’ in ‘Google Settings’. In addition, there’s an option for users to opt out of interest based ads which would instruct apps not to use the Advertising ID to build profiles or show interest based ads on users’ devices.


The Advertising ID is similar to Apple’s Identifier for Advertising (IDFA) introduced last year, which has now been implemented in all iOS devices. Google Play Developer website defines the new Advertising ID as:

“A user-specific, unique, resettable ID for advertising, provided by Google Play services. It gives users better controls and provides developers with a simple, standard system to continue to monetize your apps. It is an anonymous identifier for advertising purposes and enables users to reset their identifier or opt out of interest-based ads within Google Play apps.”


ad id


Why the change?

Google issued the following statement concerning the shift:

“To give users better controls and to provide developers with a simple, standard system to continue to monetize their apps, we are replacing Android ID with an anonymous identifier for advertising purposes. This enables users to reset their identifier, or opt out of interest-based ads for Google Play apps.”


What it means for app developers?

Google announced repeatedly that mobile app developers and advertisers should adopt the Advertising ID by August 1, 2014. And now all the apps and app updates submitted to Play Store require the use of Advertising ID for tracking of ads.

The identifiers used till now like AndroidID and AndroidDeviceID, are no longer accepted as tracking tools, and mobile app developers must switch to the new Advertising ID to remain compliant. Non-compliance will lead to rejection of the apps from Google Play Store whenever a new app or app update is submitted.

Developers who have their apps already approved should also become compliant with the new ID in order to have maximum ad fill rates.


How to make your app compliant to the Advertising ID?

Adiquity always takes great care in ensuring its app developers, publishers and advertisers to be compliant with the latest developments in the industry. Adiquity’s latest Android SDK and Ads ‘N’velope support the Google Advertising ID. We strongly recommend app developers working with us to update their apps to the latest Android SDK or Ads ‘N’velope.


If you are interested in monetizing your app to its full potential, connect with Adiquity.  Click here to get started. Send us an email at with the subject “Looking for app monetization”. We will get back to you at the earliest possible.

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.

There has been a steady decline in mobile web over last few years and apps are now ruling the mobile space. Stats from Flurry suggest that in 2014, mobile users spent 86% of their mobile using time on apps, up from 80% in 2013. Publishers also value app users more than web users, and ‘Download App’ ads are plentiful on mobile sites. Mobile users find it more convenient to use apps than mobile web and the traffic to the WAP sites has been reducing.

Recent trends show popularity of apps among mobile users, and hence it is logical for WAP site owners to ride the prevailing trends. Leading publishers across industries have developed their apps. It’s time you also have an app for your mobile web contents.


Building your own app for mobile web content is often not feasible because of technical resource constraints. Publishers, especially small and medium sized, find it difficult to switch to app from mobile web. Adiquity has the perfect solution for this – convert your mobile site to an app directly, using AppNow.


Why AppNow?

AppNow is a solution to convert your WAP site into an Android app instantly. With AppNow you can have an app (converted from your mobile site) ready for your users, without any cost or effort. With your app you can drive in additional traffic to your web content and enjoy higher revenue. The app comes with pre-monetized bundle of AdIQuity ads that will help generate higher returns for no additional effort.

The app would provide convenient access to your content and could be easily distributed through your mobile site, and changes made to the site directly reflect on the app without the need for updating the app on Play Store. Adiquity also provides additional support for promoting the app.


“AppNow will allow mobile site content to be available on Android app without any effort or cost. It is a great opportunity for mobile site publishers to attract new users and broaden their overall user base. The highlight being that one can generate additional revenue with the app without investing resources.”

-  Anurag Dod, CEO, AdIQuity


Steps to use AppNow?

Let us now see how you can use AppNow.

Step 1: Once you have signed-up with Adiquity and registered your mobile site(s), you can see the site(s) listed under the ‘Mobile Sites/Apps’ tab. You will see an ‘AppNow’ button next to your registered mobile site’s entry. Click on the ‘AppNow’ button.



Step 2: You need to fill up the details required in this page to start creating an Android app for your mobile site. Here you can choose whether to display pre-app ads in your app, and authorize URL modifier for every web page request. You need to enter the package name in the format ‘com.<appname>.adiquity’ and upload a logo for your app. Click on the ‘Submit’ button.




Step 3: Congratulations! The Android app for your mobile site has been successfully created. You can download your Android app from the link provided on the screen and upload it to Google Play Store and other Android app stores.




That’s all! With these simple steps you will start generating app traffic and higher revenue, and building a wider user base.


“We were really impressed seeing how easily AppNow converted our mobile site into app. There was no change in our code or infrastructure. Our technical maintenance costs remained the same. We now get additional loyal users who visit the app frequently.”

                 - A client entertainment site of AdIQuity


Want to know more about AppNow? Interested in knowing about publishers who have benefitted from AppNow?

Read the Case Study here.

Looking to convert your mobile site to an app? Send an email to and we will get back to you at the earliest.


12 Aug 2014

Mobile has penetrated into every aspect of our life and has become the front and center for marketers and businesses. With millions of apps available on App and Play stores and so many being added every day, it has become very challenging for apps to stand out. One cannot comprehend how exactly an app is performing just by looking at the App store or Play store reviews and number of downloads. To overcome this, marketers and developers are going after app analytics.


Mobile app analytics is widespread and has been adopted by companies and indie developers globally. There is no more scarcity of insights into apps’ usage and adoption. App analytics is crucial for success of an app and its continuous improvement.




How does Mobile App Analytics benefit you?

Mobile app analytics enables you to measure the impact your app has made. You get to know how much of your hard work has paid off, and what you need to do in addition for the app to thrive.

Analytics provide insights into user behavior and engagement, and scenarios like why an app has low usage, why an app is getting poor adoption, etc. These insights can be used to improve user engagement, increase user retention, and enhance the user experience.

Mobile app analytics provides insights like how many active users are there for the app, on what devices and platforms are these users active on, from which geography, and how did they reach the app. These insights enable the developer to discover new and relevant users, and help in allocating resources for his/her app promotion.

Many users download apps, use it once or twice and then become inactive. App analytics gives insights on who is using your app in real time, so that you get to know the actual number of users using the app. Several app analytics tools show the user path and engagement inside the app, such as where the user has taken actions, how much time the user has spent on a particular screen, on what screen he quit the app, etc. App developers can leverage these insights to troubleshoot the app and also check loyalty and frequency of user visits.


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Using mobile app analytics you can see the user navigation paths, and measure in-app payments and revenue, user interaction, the goal conversions, and lifetime value of the users, and get comprehensive reports on app metrics.

TiVo, a global leader in the advanced television entertainment market turned to Google Analytics (app analytics) for its smartphone app. After optimization based on the insights from Google Analytics, TiVo witnessed an 80% increase in users’ adoption of the out-of-home streaming, which led to more investment by TiVo in this feature. Also, after the launch of TiVo Roamio DVR, TiVo learned using app analytics that its active users have increased by 27% and mobile app sessions surged by more than 40%.


Google Analytics insights

Google Analytics will provide you insights for your app’s performance. These include:

- new users and active users

- location where your users are most active

- devices on which your app is running

- detailed metrics for your screens and sessions

- user retention and lifetime value


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You can also use real-time reports to monitor user acquisition and user engagement. The real-time reports include:

- number of users sorted by app version

- screens in which the users are currently active

- location from where they are accessing the app


These insights enable you to create deeper engagement, segmenting audience, and launch app promotional campaigns. For example, for a ticket booking app, if the average time spent by a user in your app in an individual session (i.e. session length) is 4 minutes and the checkout flow takes 5 minutes, you may consider simplifying the checkout process or make the user stay on your app longer.

Another example: If the time between a user’s one session and the next (i.e. session interval) is more for smartphones than tablets, then you may consider improving the design or screen flow of your smartphone app. You may also introduce push messaging to prompt users to use the app more often.


Adiquity’s Ads ‘N’velope is Google Analytics integrated

You can now track your app activity using Adiquity’s Ads ‘N’velope. Ads ‘N’velope is an easy and instant solution to add launch and exit ad slots to Android apps without any need for coding. With the Google Analytics integration of Ads ‘N’velope app developers can measure acquisition, engagement and user outcomes, and get app marketplace stats.

App developers can get the best yield for their inventory and maximize eCPM by serving interstitial, rich media and video ads on app launch and exit, using Ads ‘N’velope. It is also supported by Adiquity’s RTB exchange and our 100+ ad sources to monetize apps to its full potential.

Click here to know more about Ads ‘N’velope, its benefits and features.


If you are interested in using mobile app analytics and monetizing your app to its full potential, connect with Adiquity. Send us an email at with the subject “Interested in App Analytics”. We will get back to you at the earliest possible.

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.

Android Wear is an extension of Google’s Android mobile operating system, designed for smartwatches and other wearables. Google announced the platform in March 2014 along with confirming LG, HTC, Samsung, Motorola and Asus as partners, and additional support from Intel, Imagination, Mediatek, and Qualcomm.




At this year’s Google I/O, the Android Wear was addressed as the “new phase in miniaturization of technology” by Google. There was a demo for reminder apps and navigation via Google Maps and the full Android Wear Software Development Kit (SDK) is available for download. If you are an app developer, you can download the SDK and start tweaking your apps for Android Wear. But before that, let’s see some of the key features of Android Wear and the devices running on it.


Android Wear watches have been designed to work in sync with all types of Android phones running on Android 4.3 or later. As apparent, these don’t work with iOS or Windows phones. Android Wear watches run nearly the same software, Google Now-style notification cards, menus, and voice-driven features. It is a sort of accessory to your Android phone which runs similar apps and notifications on both the devices. There’s no on-screen keypad on the Android Wear, so one has to speak to it to get things done via Google’s voice recognition.


The glitch with Paid Apps for Android Wear

Google has updated the Play Store prior to the release of Android Wear; there’s a separate section for Android Wear apps on the Play Store now. This makes it easier for users to download apps for their smartwatches. However, there’s a glitch with the paid apps. Users can download the paid apps on their phones but cannot install it on their wearables. Paid apps cannot be transferred from phone to the wearable via Bluetooth because of an encryption bug.




Android Wear apps need to be synced with its related mobile app. Free apps can be unwrapped from the package and can be installed on smartphones, but paid apps cannot be. Google has come up with a workaround for the issue. For paid apps, developers have to now follow a four-step process to eliminate the problem.


In a blogpost Google explains: “There are two ways to package your wearable app: use the ‘wearApp’ Gradle rule to package your wearable app or manually package the wearable app. For paid apps, the workaround is to manually package your apps, and you cannot use the ‘wearApp’ Gradle rule.”


LG’s G Watch and Samsung Gear Live have hit the market, and Motorola’s Moto 360 will be releasing this month. Also, HTC is expected to come up with its Android Wear soon. As the inception of smartwatches is here, app developers would be now inclined towards developing apps that work on the smartwatches as well. Developers should leverage this new platform soon, as Android Wear is a thing to stay here for long.


If you are interested in monetizing your app to its full potential, connect with Adiquity. Send us an email at with the subject “Looking for app monetization”. We will get back to you at the earliest possible.

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.

The loudest buzz in the industry is about ‘native advertising’ and mobile games are becoming quite popular targets for this. With hundreds of games being added to the Play Store and the App Store daily it’s crucial for the developers to consider both monetization and the user experience equally. Native ads can get them the best of both worlds.

Wikipedia marks native advertising as an advertising method “in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and function of the user experience in which they are placed.”



Standard banners do not work well with games. Any standard ad in a game can be easily seen as intrusive. Unlike news, blog or entertainment sites/apps, gaming apps demand a quite richer ad experience for its users. Out of billions of people playing free games on their mobile devices, only a tiny fraction of these actually go for in-app purchases. Hence, game developers may find themselves pushing users for in-app purchases and ultimately leaving them annoyed. With the plethora of free games available on the app stores, game developers should keep the user experience on top priority in order to grow and sustain their user base.


Native ads in games are different from the ones in other apps or sites. For example, the native ad posts (sponsored) in Facebook or LinkedIn are not easily distinguishable from the rest of the posts, and those are meant to be so. However, in games the native ads can be easily identified as ads, but these are absolutely non-intrusive. In addition to native interstitials, some ads would offer virtual rewards to the players who engage with the ads, e.g. free coins in the game for watching a video or downloading other apps. Native ads blend in the games much more easily than any other ad format.


Developers who are using native ads in their games are witnessing far better monetization results than others who do not use native ads. Compared to an average CTR of 0.3% for ads on news sites, these rewards-based ads in games have a CTR of more than 10%. Many indie game developers use these reward based ads to monetize; for some developers these have even fetched enough revenue to fund more games.


Native Ads with Adiquity

Adiquity’s global mobile platform enables app developers and publishers to use multiple ad formats and native ads to fetch maximum revenue. Adiquity has simplified the task of creating native ads – developers and publishers can customize native ads, choose the look and feel of the ad that suits to their app/site. Adiquity ensures that the ad standards are agreeable for both publishers and advertisers and the user experience is richer.


We are working on a beta release for this solution. If you are an app developer or publisher interested in getting started with Native ads on your app or site, kindly send an email to with subject “Interested in Native Ads”. We would love to get you started. 

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.


With great effort and dedication you have developed your own app. Kudos!

What next? How do you get people to use your app? Despite being a brilliant app it’s a challenge for your app to stand out. Building an app out of your idea, and getting it noticed are two completely different things altogether. There’s urgency for your app to get discovered among the hundreds of other apps releasing everyday on App Store and Google Play.

Keeping social media and word-of-mouth aside, most of the app developers find themselves talking to an ad network for promoting their apps. Although promoting your apps through social media or word-of-mouth is almost free, the value of the user (Average Revenue Per Daily Active User or ARPDAU) fetched through mobile ads is higher. Adiquity is a specialist app promotion ad network which can drive greater number of high quality installs and grow your user base.




Why promote your apps with Adiquity?

Adiquity’s precisely targeted campaigns will display your ads only in regions of your choice so that you get quality installs for your app. Our algorithms are fine tuned to take your app to users who are highly likely to use them.

Following Apple’s rejection for incentivized app downloads Adiquity uses several other approaches to drive app downloads. So, your iOS apps are out of the danger of rejection at the App Store.

We display ads in all available formats – banner ads, video ads, interstitial ads, and rich media ads to grab user attention and prompt them to install your app. You can also track your app downloads and measure the results accurately.


How does the promotion works?

Promoting your app with Adiquity is pretty simple. Create your own ad, select your target audience, and enjoy greater app installs.

- Create your own ad: You can create an ad for the app you want to promote, using some drop-down options.

- Choose targeting: Choose where you want your ad to be shown – target specific country and platform.

- Your ad gets displayed to users: Your ad will be shown to users on other relevant apps.

- You get higher app installs: The users will be prompted to install your app while they are using some other related app. Users click on your ads and you can enjoy higher app installs.


With Adiquity’s 15000+ active partner sites and apps, and advanced targeting you are assured of fetching greater app installs.


Adiquity Cross-Promotion for apps

Adiquity’s global platform also offers cross-promotion for apps: two developers can promote each other’s app using ad slots in their own app. Both the apps can make use of each other’s user base for generating more installs. For more information, Send us an email at with the subject “App Cross Promotion”. We will match your app with a related partner app for cross-promotion.


Are you looking to promote your app? Send us an email at with the subject “Looking for app promotion”. We will get back to you at the earliest possible.

App Monetization and Promotion

If you are already working with us for monetizing your app, we have a couple of offers for your app promotion. We can provide you free ad impressions* or discounts as part of these offers. For more information, Send us an email at with the subject “App Promotion Offers”

* Free ad impressions are based on the app traffic shared with us and subject to conditions.

Google I/O is a developer-focused conference held by Google every year since 2008. This year the event was held at the Moscone Center, San Francisco on 25th and 26th June.

Google leverages this platform to announce and launch new products, and this year also Google has made some important announcements. What Google has outlined in this year’s I/O event is that it wants Android to be everywhere. Whether it’s your wearable, car, or TV – Android would follow you everywhere.

Every initiative, every project Google has announced or spoken about in the I/O 2014 involves Android. There’s a pool of opportunities for Android app developers to build great apps for some great devices to come.




Here’s a highlight on the major developments and announcements:


Android One

Google announced its Android One initiative which aims at providing high quality and affordable smartphones to people in developing nations. The first Android One device is being developed by Google along with Micromax, an Indian mobile device manufacturer to deploy affordable smartphones (running on stock Android) below the $100 mark.


Android L

Android L is the successor to Android Kit-Kat with the objective to enhance the user experience in a way that extends beyond mobile devices, wearables, cars, TV and others. Google is adding more than 5,000 new APIs to Android L along with a new suite of design tools called ‘Material Design’ which focuses on object depth and animation.


Android TV

After the unsuccessful run of Google TV, Google now announces Android TV. This brings all the Android features to your TV. You will be able to access apps from Play store and play Android games on your TV, along with voice input. “We’re simply giving TV the same level of attention as phones and tablets have traditionally enjoyed. We want you to leverage your existing skills and investment in Android and extend them to TV”, said Dave Burke, the Engineering Director of Google.


Android Wear smartwatches

Google had announced the Android Wear project three months prior to the I/O 2014. The project allows developers to build apps for smatwatches and other wearables. In the event Google announced what Android Wear are coming out this year.  LG G Watch and Samsung Gear Live will be the first two Android Wears to hit the market, and are now available for pre-orders. Motorola’s Android Wear smartwatch will be the next in line for release. The Android Wear SDK is available for download. If you are an app developer, you can download the SDK and start tweaking your apps for Android Wear.


Android Auto

After the announcement of its Open Automotive Alliance in January 2014, Google announced its next step to get Android into auto – Android Auto. Android auto provides you the scenario where if you connect your Android phone with your car you can access the apps on the dashboard of your car. You can then navigate through your mobile apps using your car controls. To avoid distractions further, Android Auto has been voice enabled.


Android apps for Chromebooks

Google is working on bridging the gap between Android phones and Chromebooks. Users will be able to run Android apps and receive notifications from Android device on Chromebook. Also, if you have your Android smartphone with you, Google would automatically detect the phone on Chromebook and sign you into your apps and services. Google showed a demo where apps were transferred from a Android phone to Chromebook.


All these ongoing and upcoming projects offer great opportunities to app developers. Android developers could leverage Google’s platform to build great apps.

In past few years the shift of ad spends from traditional channels to mobile devices has been the biggest trend in the advertising industry, and this has provided an immense opportunity for app developers and publishers to monetize their content. The massive user base of mobile phones across the world has resulted in aggressive ad spending in mobile, yet optimum monetization of the mobile inventory remains a challenge. Fill rate plays a major role in revenue optimization for app developers and publishers.




What is fill rate?

When an ad request is sent to an ad source (like an ad network) not every ad request is returned with an ad. The percentage of ad requests that are returned with ads for a given site or app is called fill rate. Fill rate signifies how effectively the inventory of a publisher is utilized.

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Why fill rate is important?

A publisher may have a popular site or app which generates good traffic; but if the site or app fails to get and display ads then the opportunity of generating revenue will be lost. For example, if you have a 50% fill rate that means half of your traffic is not seeing any ads and you are losing 50% revenue opportunity.

Let’s say a site has 40% fill rate, 1% CTR and 1 USD CPC, then for 1 million ad requests the site will generate revenue of 4000 USD. If eCPM and everything else remain unchanged then an increase in fill rate to 80% will double the revenue to 8000 USD. It means, without changing the popularity of the website or app, proper selection of ad delivery partner can significantly increase the revenue.


How to improve fill rate and optimize revenue?

In order to maximize fill rates publishers tend to work with more than one ad network through some of the following ways:

Multiple Ad Slots

Some publishers use multiple ad slots on one page where each ad slot sends ad requests to different ad networks. Expectation is at least some of the ad requests will be served. It might increase the overall impressions but has significant impact on performance and user experience. Handling of multiple requests increases the load time of the ads and multiple ad slots on a page hampers the content and user experience for that particular page.

Daisy Chain

Some publishers use ‘daisy chain’ where they send ad requests to a single ad network and moving onto the next in case of a no-ad. The chains generally have up to 3-4 ad networks where the sequence of ad networks is static. Daisy chain can help in improving the fill rate but the repeated polling increases the latency which affects user experience negatively. As the sequence is static the chain is not capable of revenue optimization.

Parallel ad requests

Some publishers send parallel requests to multiple ad networks. The ad returned first gets displayed. It will fetch a healthy fill rate and the latency will not be affected. However the revenue might not be optimal as the first ad fetched may not offer the maximum revenue.


All these methods may increase fill rate but they don’t ensure maximum possible revenue generation. So, what’s the way to fetch higher fill rates with revenue optimization?


The best way is to use a yield optimizer, which can yield better performance for the publisher. A yield optimization system is capable of dynamically identifying an ad network with the best possible revenue potential and fill rate at a particular time in a particular geography for a defined target consumer. The intelligent system will forward the request for ads to those networks which are most likely to return ads capable of giving high revenue realization to the publisher.

Adiquity is one such platform for mobile advertisement. When Adiquity receives a request for an ad from its publisher, the sophisticated proprietary algorithms of Adiquity dynamically identifies the network, from its long list of ad network partners, which is most likely to return an ad capable of fetching the best revenue. Having a wide network of ‘ad network’ partners ensures that the ad can be served irrespective of the diversity (based on geography, handset, carrier, time etc.) of request. It helps publishers to attain an excellent fill rate and much higher optimization of inventory.


Connect with us today through our support email or on social media. Our support team is waiting to discuss with you on how you can enhance your revenues.

You can also send an email with the subject “Adiquity yield optimizer” or send a message “Adiquity yield optimizer” on Facebook. We will get back to you at the earliest.