ironSource LevelPlay - App mediation and revenue management

[Music] thank you [Applause] [Music] welcome to Market texture where you can get smart fast with in-depth interviews of leading technology vendors I'm Eric shuford and I'm here with Nimrod Zuta the SVP of product at irsource Nimrod how are you I'm pretty good thanks you I'm excited to be here So today we're talking about iron Source iron source is a large company with a number of business units we're going to primarily be talking about iron sources level play product so let's talk product what what does level play do how does it work exactly okay um so maybe I'll start from the um maybe from the beginning if it's okay for what the problem that we're trying to solve with with level play and yes so the problem eventually that um you have your app right and you like to monetize with ads um and in the mobile ecosystem the best option is to use kind of like sdks right so um so you need to get an SDK of an ad Network out there um and you start um um gather money um um and you kind of like you get revenue and you have Impressions fuel rate cpms many other metrics um but but eventually you you find out that um one SDK is not enough and there are many many out there um so the idea is to increase competition um as well as making sure that you have um 100 feel rate meaning that each and every ad opportunity for you can be filled with an impression and even fills up that with the highest paying impression and this is where um level play comes in um and there are like two I'll say three fronts main front for for the product one of them is the SDK side of things things in which Long play as a single SDK in which the developers integrate and interact with and then it can help it can add additional SDK Network by simply drag and drop them or using um other um dependency managers to add them into the project while the value on that part is that the publisher the developers themselves don't need to interact with each one of those sdks directly and integrate with them there's no standardization today in the market respect to how ads SDK apis and structures mean that for each and every SDK you need to to read integration docs and build the thing to make it work and we like at level play simply do everything behind the scenes you again you integrate only with the low play API you can load the ads you can show them whatever you like and behind the scenes we take care of all the integration with the different sdks so that one angle which I believe is fairly significant it's on the tech side the app itself the second layer is actually the dashboard right so we provide um developers with a unicide One dashboard in which they can manage their um actually add stack right so they can set up those networks uh credentials they can see revenue from all the networks make make sure that they understand the earnings um and they can also clearly manage different decisions making around how they like to to manage their monetization stack do they run to for example to um Twitter on Direct sold campaign they can set it up they can run cross promotion they can segment the users slice and dice the data run a b tests across different setups and behind the scenes and that the third angle we have the level play kind of like um silver which manage the the auction and decision making in real time I'll touch in that quickly so um historically um the mediation space within the mobile ecosystem was mainly driven by sdks with kind of like a single line item and and price which will later on evolve into many line items that the Publishers are managing those in the waterfall right from from high to low and in the past three years we are in the process to tradition to transition into conflicting unified auction what like the industry name today is like mobile ads in a bidding which is more or less the same concept um that the the industry known from the web on the adult building front which help actually makes an auction in real time and the the highest price is winning so level play help you um run that behind the scenes in the combination with the waterfall because we are at a shed earlier we are in a conflict transition period so the indices yet into fully bidding so it's kind of like a hybrid between traditional waterfall with a line item and instances in predefined prices that are competing with real-time auction over the impression [Music] [Applause] [Music]

Channel: MarketectureTV

Views: 544

Keywords:

Id: IG0ItslLXRI

Length: 5min 41sec (341 seconds)

Published: Tue Nov 22 2022