Definition

Waterfall.

A mediation method that calls ad networks one after another in a fixed priority order, each with a price floor, until one fills.

In a waterfall, networks are ranked by their historical eCPM and called sequentially. The first network willing to pay above its floor serves the ad.

Waterfalls are simple but inefficient: the ordering is based on averages, not on what each network would pay for this specific impression, and sequential calls add latency. That is why the industry moved to in-app bidding. Waterfall lines still exist as fallbacks for non-bidding demand.

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