CASE STUDY: OPENWRAP SDK

HOW A LEADING CHINESE MOBILE GAME DEVELOPER INCREASED IN-APP BANNER REVENUE WITH PUBMATIC

A leading developer of mobile casual games, specialising in puzzle and word games, this Chinese mobile app developer has a global customer base of more than 40 million users.

THE CHALLENGE

Choosing the right in-app monetisation solution helps to scale demand and improve the user experience of an app. Mediation platforms are often favoured by app developers as a means to consolidate many ad networks into a single SDK integration. By comparing historical CPMs from the various demand sources, a mediation platform organises these demand sources into a sequential ‘waterfall’ set up.

The mobile game developer was initially reliant on a well-known, proprietary black box mediation solution that was connected to demand sources running only performance campaigns. As a result, they were seeing poor performance on their banner inventory — low eCPMs and poor fill rates. As a casual game developer, effectively monetising in-app banner ads is critical for this developer. They turned to PubMatic to explore opening up their banner inventory to global brand spend.

THE SOLUTION: PUBMATIC OPENWRAP SDK

OpenWrap SDK integrates multiple demand partners, including major ad exchanges and DSPs running brand campaigns. Developers can leverage enterprise-grade analytics to uncover new insights on optimizing yield and managing demand partners in a cloud-based UI — without requiring changes to their SDK, app, or app store approval.

Demand sources compete for inventory in a unified auction based on real-time prices — a business model that offers publishers efficiency, transparency, and more revenue. OpenWrap SDK can be integrated into an existing mediation solution or a variety of ad servers, or deployed as a standalone monetisation solution.

* Based on data from August to September 2021
1 Based on daily average eCPM from display banner ad units monetized on the open marketplace before vs after implementing OpenWrap SDK
2 Based on daily average fill rate before vs after implementing OpenWrap SDK
3 Based on the daily average revenue per user before vs after OpenWrap SDK