Network Revenue Quality Is More Than eCPM
eCPM is still useful. It just does not tell you enough once bidding is involved — a bidder can show a strong eCPM and still contribute less.
eCPM is still useful. It just does not tell you enough once bidding is involved.
In AppLovin MAX, Google AdMob Mediation, or Unity LevelPlay, an ad opportunity moves through several stages. A request is sent. A source responds — or does not. It wins — or does not. The ad renders — or fails. The player completes the action — or drops. Revenue is reported later.
A bidder can show a strong eCPM and still contribute less if it responds rarely, wins rarely, or renders poorly. A mediation dashboard can also show a healthy blended eCPM while an important placement has weak bid participation or a weak show rate.
That is why I would not compare MAX, AdMob, or LevelPlay using dashboard eCPM alone.
What to compare instead
For the same format and placement:
- bid rate;
- win rate;
- render or show rate;
- revenue per eligible opportunity;
- load failures and latency; and
- results by geography, platform, app version, and player moment.
The question is not “Which mediation platform has the highest eCPM?” It is “Which setup creates the most reliable value from the impressions this game can actually serve?”
Bidding improves competition. It does not remove the need to inspect delivery.