Lower eCPM if app is published on multiple stores?

[avradu1984]

I’ve been thinking about this for a while now and I would like to know what you think…

Ad networks have an algorithm implemented that tracks the clicks/ number of conversions vs the number of impressions so that they know what kind of ads to show to users. The more conversions, the better paid ads they show inside an app.

If we publish an app on multiple networks then the conversion rate will go down. That’s because users that have SlideMe or Amazon or Samsung Apps might not have Google Play so the ads that get displayed won’t redirect to Google Play. That means impressions will be recorded (for sure), clicks will be recorded (probably) but installs can’t occur (for sure). So conversion rate will be lower.

From my point of view, that means worse ads (in terms of payment) will be displayed by networks in an app that has a low conversion rate.

I usually publish my apps on SlideMe first so that I can get an idea of bugs/ problems inside my app and then I publish on Google Play (after I improve the app, eliminate bugs, etc). But is this a good idea if the above logic is correct? Won’t I get worse ads when actually going live on Google Play because the ads displayed from SlideMe installs don’t have good conversion?

What do you think about this?

[A1ka1inE]

That’s probably an accurate analysis.

One solution, for Amazon at least, is to use their own ads SDK (a lot of people have good eCPM with it!) when publishing apps there.

SlideMe don’t have their own ad network as far as I know though, so you may consider not implementing ads in that version.

Don’t forget that not all mobile ads are for other apps and games. Many are just re-directs to websites, product stores, blogs, articles, offers etc etc.
Different networks have different balances of different ad types.
For example Admob has a massive amount of non-app/game ads and ChartBoost only really runs ads for apps/games.

[dav800]

@A1ka1inE

That’s probably an accurate analysis.

One solution, for Amazon at least, is to use their own ads SDK (a lot of people have good eCPM with it!) when publishing apps there.

SlideMe don’t have their own ad network as far as I know though, so you may consider not implementing ads in that version.

Don’t forget that not all mobile ads are for other apps and games. Many are just re-directs to websites, product stores, blogs, articles, offers etc etc.
Different networks have different balances of different ad types.
For example Admob has a massive amount of non-app/game ads and ChartBoost only really runs ads for apps/games.

Amazon ads only work for US users. So you have to use another network as a back fill for the rest of the world

[avradu1984]

@A1ka1inE

Don’t forget that not all mobile ads are for other apps and games. Many are just re-directs to websites, product stores, blogs, articles, offers etc etc.
Different networks have different balances of different ad types.
For example Admob has a massive amount of non-app/game ads and ChartBoost only really runs ads for apps/games.

Yeah, I was mainly talking about CPI ad networks and that was what my analysis was based on. However, I do see a lower eCPM with Admob for my games that were published on more networks compared to the ones that were published just on Google Play. I don’t have an explanation for it because Admob pays for click, not for install so conversion rate doesn’t really matter. Unless Admob tracks the conversion rate to optimize the ads displayed, even though they pay per click.