The Most Comprehensive Mobile Monetization Landscape by inneractive
By: Hillel Fuld (@hilzfuld)
OK, it was just a matter of time… The monetization space of the mobile market has been exploding lately with hundreds of companies offering their own solution to monetize mobile apps. We thought we would make some sense of it all.
In the landscape below, you can see all the different categories of mobile monetization and all the primary players in each category. If you want to know more about each category, scroll down for short and clear definitions.
We hope you enjoy and feel free to click the image for a high res version ready for print.
Exchange: A central mobile ad placement marketplace that connects advertisers with publishers. The majority of exchanges work on RTB and integrate with many ad providers.
Ad Server – A technology platform that allows advertisers/publishers to serve and monitor ad placements within an online/mobile placement.
Mediation Platform – A platform that connects advertisers with publishers and automatically manages the campaigns in order to maximize revenue.
Offer Walls/Incentives: – Offer walls provide a monetization solution for advertisers by placing a landing page that offers users virtual items/credits in return for downloads/registrations. In this 3 way business transaction, the advertiser receives payment from the offer wall for the user participation, the user receives virtual goods/credits for participation and the offer wall offer advertiser receives a new user.
LBS: Location Based Service is a technology in which an advertiser can target users per their location. The main parameters for LBS targeting is Latitude and Longitude data which is provided by the user’s mobile phone.
Discovery – Services that include search and promotional offerings that provide users a tool to discover content/apps/or info
Analytics: A provider of user/advertiser/publisher performance data as related to a campaign or usage of a product
Ad Networks: Same as an exchange, but without RTB capability and usually focuses on a specific country or vertical
Rich Media: provider of interactive ad placements in either ORMMA or MRAID format
Video: A primary offering of rich media
RTB and Demand Side Platforms: DSP connect trading desks (trading desks are media buying platforms used mostly by agencies) with exchanges, allowing the trading desk to connect with multiple exchanges via the DSP connection
Agencies: Provide advertisers with creative, concept, PR, measurement and media buying services. Agencies core client base is big brands such as Starbucks, Nike, Bank of America.
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