In-App Bidding vs. Waterfall: What’s Best for Your Mobile Game?

The article discusses the shift from waterfall ad mediation to in-app bidding for mobile game monetization, driven by ML-optimized programmatic advertising.
It emphasizes that hyper-casual games, with short retention, benefit most from bidding's high fill rates and automated competition.
Casual games, using hybrid IAP/IAA models, prefer bidding for volume while some retain waterfall for premium placements; however, direct demand networks like Moloco eliminate intermediaries to boost eCPM.
Mid-core and hardcore games, with smaller but engaged audiences, see higher eCPM from bidding due to increased competition and reduced latency.
Overall, in-app bidding is the future, representing 80% of setups and growing.
Publishers are advised to start transitioning via A/B testing, choosing partners with large demand pools.
The ML-driven virtuous cycle of bids and purchases refines targeting, improving ROAS for advertisers and revenue for publishers.