White Nights in Cyprus recap: Q&A with Hitapps on increased ROI and app performance with Moloco SDK

In a fireside chat at 2024 White Nights in Cyprus, Hitapps' Senior Monetization Manager Alexandra Trifonova discussed their monetization strategy.
Hitapps, founded in 2020, focuses on puzzle and word games, relying heavily on in-app advertising with rewarded and interstitial ads placed at natural pauses.
They early adopted Moloco SDK, first as a custom network (waterfall) and later for bidding, achieving 5-15% ARPDAU uplift with impressive eCPMs.
Key challenges include adapting to privacy changes like ATT and Google's Privacy Sandbox, and loss of control in mediation.
Hitapps addresses these by hybrid monetization, transparent demand partners, and constant experimentation.
They evaluate partners based on demand quality, ease of integration, and confirmed ARPDAU uplift.
The company leverages its ad tech background (since 2017) to optimize performance, working with major advertisers like TikTok and Scopely.
Moloco stood out due to consistent top performance among DSPs, leading to a direct partnership.