How in-app bidding is transforming the app ecosystem
This article is part of a Gaming Insights series paid for by Meta.
As the app ecosystem evolves at breakneck speed, the conversation about creating an in-app bidding solution that is both open and fair, and also offers maximum returns, has become crucial. Alexandra Selich, Strategic Partner Manager for AdTech Partnerships at Meta, sat down with Idil Canal, General Manager of AdTech at AppLovin, to explore how the emergence of bidding has changed the app ecosystem, how innovative software solutions are helping companies transform their ad monetization strategies, what’s next for ad bidding, and more.
Alexandra: To start, can you talk about how the emergence of bidding has helped the app ecosystem improve over the last few years? From what you have observed, what has been achieved so far on the bidding front — and what is next?
Idil: There wasn’t much innovation in the monetization space before in-app bidding. Traditional transaction methods that favored individual partners and caused lost opportunities for developers were the norm. The lack of in-app bidding inhibited growth for the entire ecosystem for many years. Developers could not maximize earnings, buyers were left out of valuable inventory and countless hours were spent on manual operations to run monetization stacks.
Our north-star objective at AppLovin on the ad tech side is to provide the best software solutions in the market that will enable maximum returns in a fair and unbiased manner. In-app bidding’s emergence on the monetization front has been a critical development that enabled us to achieve that goal and we are pleased to have partnered with Meta Audience Network over the last several years to be at the forefront of helping the industry make this shift
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