Smartads mediation

Unbiased and dynamic ad serving


A new approach

Smartads takes a new approach to ad mediation that is truly independent of any ad network – combining dynamic mediation, the best available eCPM deals, player analytics and ad strategy to maximize income while protecting the player experience.


It’s widely held that in-game advertising inevitably increases player churn. However, recent studies show that an overwhelming majority of players are willing to engage with ads in exchange for rewards and an effective ad strategy is vital to game profitability.


Our process combines real-time intelligent mediation across many networks to maximize fill rates, and player-centric ad placement to maximize impressions without impacting on retention.


Consolidating traffic allows us to negotiate the best eCPM deals from ad networks on your behalf and we provide an ever-expanding roster of branded ads to drive the game economy.

Player first


Smartads recognizes and nurtures player value. Our dynamic cascade analyzes individual users and responds in real time to their behaviors, allowing for a tailored approach to each and every player. Drill down into the detail of smartads mechanics here.

Big picture strategy


Advertising is a fully integrated part of the user experience – it makes no sense to view it in isolation. By approaching mediation as an integral part of the larger game economy, we can make measured adjustments on a user-by-user basis to optimize your strategy with unmatched precision.

Results, quickly


All developers benefit from using smartads because we consolidate all our traffic and use our entire user base to leverage the best deals possible from the 40+ ad networks on our roster. Our stable of publishers is growing exponentially and with it, our bargaining power. As such, using smartads mediation could improve a publisher’s margin significantly overnight.

Unbiased mediation

At deltaDNA, we are actively incentivized to maximize your revenue. In an industry where most mediators are owned by the very networks contending for position in the stack, smartads provides truly transparent mediation that is undiluted by external interest. When a competitor owns the system in which the competition is decided, it cannot be expected to be impartial.


Account management

Our vastly experienced team is constantly working behind the scenes to optimize your ad strategy. Your dedicated account manager has a great rapport with the networks on our roster and uses that relationship to negotiate the best possible deals on your behalf. The support team is on hand to answer your queries at any point during your relationship with deltaDNA.

Highest performing ads


Smartads mediation is all about optimizing ad strategy and revenue. In order to guarantee a lean and effective approach, our SDK supports only those ad formats with a proven track record of achieving consistently high CPMs – static/rewarded interstitial and rewarded video. Saturating your game with unappealing ads will disenfranchise your players and limit your profitability.



The smartads mediation dashboard contains a range of useful charts right out of the box, as well as fully flexible customized visualizations so that you can review your data in great detail as it comes in. Most mediators provide restrictive, basic and overly simplistic reporting that clouds insight. We take a completely transparent approach to reporting, awarding clients with full access to all their data.



Smartads mediation comes fully operational and integrable with the deltaDNA analytics platform. Furthermore, smartads actually makes for a lighter overall build weight compared with standard practice (downloading several ad networks’ display libraries in full). The iOS, Android and Unity versions of this SDK are all publicly available on Github and setup is as quick as it is easy. Watch our short webinar for a step-by-step walkthrough.

Maximizing ad income

Smartads mediation combines dynamic mediation, the best available eCPM deals, player analytics
and ad strategy to give you the tools to maximize this important income stream.

Maximizing ad income

Smartads mediation combines dynamic mediation, the best available eCPM deals, player analytics
and ad strategy to give you the tools to maximize this important income stream.


Frequently Asked Questions

What types of ads does smartads mediation support

Smartads mediation supports both interstitial and rewarded video ads

Which ad networks does smartads mediation use

Smartads mediation supports two types of Ad Networks: Direct and Exchange. Our direct ad networks include Admob, Vungle, Amazon, Unity Ads, AdColony, Flurry, Chartboost, Mopub, Inmobi, HyperMX, Mobfox, ThirdPresence, AppLovin, LoopMe, Tapjoy and ironSource. You can find a full list of the ad networks that we work with here.

How much does smartads mediation cost

The pricing model for smartads mediation is based on a % share of the ad revenue achieved.

Can we choose which ad networks we work with

Yes, you can choose which ad networks to include in your game when you compile and install the SDK. You can find a full list of the ad networks that we work with here.

Who manages the relationships with the ad networks

DeltaDNA manages the accounts with all the ad networks on your behalf. This enables us to make sure that everything is working efficiently and performance can be tracked. We also handle any setup issues that you may experience when first integrating ads into your game.

Are there any options to change the mediation waterfall and use one network before the other

We manage the waterfall to ensure that you get the best revenue available for your ads. We can work with you to set certain networks to always be at the top of the waterfall and will therefore always show an ad first (if an ad is available).

Can we create our own internal cross-promotion ads to show within our games

Yes, we can set up house ads for you (internal cross-promotion ads). We can also control where in the waterfall the house ads will sit.

Do you blacklist certain ads by default

Yes, we automatically blacklist gambling and adult entertainment ads.

Can we restrict certain ads from appearing if they are over a certain content rating

Yes, we can restrict certain ads so that they are child-friendly or age appropriate for your app.

What are the minimum requirements for my game in order to integrate smartads mediation

You must use deltaDNA’s core analytics platform and SDK for smartads mediation to work properly. Our SDKs are available in IOS, Android and Unity. Unity requires Unity 5. iOS is iOS 7 or higher, and Android is API15.

Where can I get access to the smartads mediation SDKs

You can access the smartads mediation SDKs from Github

How does the payment of smartads mediation work

In terms of payment, we are registered with all the ad networks so deltaDNA will manage the payments on your behalf.

When will I receive payment from you

We will make payment to you within 30 days of the month end in which we receive payment from the ad networks.

Where can I find further information about smartads mediation

You can find further information about smartads mediation on the docs site.

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