I would like to share a couple of posts that talk about how programmatic ad mediation work and why we are different:
http://blog.appodeal.com/qa-appodeals-programmatic-mobile-ad...
http://venturebeat.com/2015/11/18/how-programmatic-ad-mediat...
https://appdevelopermagazine.com/3381/2015/11/23/Programmati...
Here is summary:
1. Publishers get access to whole marketplace (traditional (ad networks + mediators) and RTB). What does it mean for publishers? It means larger number of ad networks can compete for your inventory. Programmatic ad mediation solutions accept bids not only from OpenRTB enabled bidders, like traditional RTB exchanges do (Nexaxge, MoPub), but also from traditional ad networks, like Admob, AppLovin, UnityAds, Adcolony, Facebook Audience Network as well as other RTB marketplaces (like Liverail or Spotxchange).
2. Auction-based vs. waterfall Every auction is open and all bids are transparent to everyone. Every demand source is allowed to increase their initial bid for impression to overbid other sources, that place higher bid. One auction does not mean one bid per demand source anymore. It’s a continuous process that happens almost instantly.
3. Mitigate 2nd price auction If you don’t know how 2nd price auction works, simply advertisers can win bidding with $10 for eCPM but only pay $2 (because this was the second highest bid). http://blog.appodeal.com/rtb-user-info-and-cpm-3-tactics-to-...
4. Data Enrichment Every auction is enriched with demographic user data, including age, sex, address, zip code, GPS, income, parental status, etc. Having user data in place enabled demand sources to bid higher on segments of users they are interested in. You can also use this data to set up direct deals over OpenRTB PMP on any RTB exchange.
In addition to that, Appodeal is different in a few other ways: - Free for publishers. We do not charge publishers any fees. - Immediate payments. You can request payments $20+ at any time and you will receive it in 3-5 business days. - One SDK and one account for all major traditional networks and RTB marketplaces. - We consistently generate highest eCPM (check performance per ad network). - We support cross-promotion and direct ads
Read what our reviews of our customers on G2Crowd: https://www.g2crowd.com/products/appodeal/reviews
If you have any questions or need help, email me and I will put you in touch with our publishing team. myk at appodeal