I can’t speak for InMobi, but other ad providers have very sophisticated engines that deliver the ads. They know that a campaign for company X should use 10,000 impressions of Y period. And if they see that getting consumed quickly they will poke around and see that a give App is eating all of them. Then they will see the uniques not high enough to support the volume consumed and you will start getting Filler, Run-of-site, remnant and PSA ads to fill. In the web world, they know more about you than you do and they know precisely where their ads are going.
It used to be back in the day, that we got pretty good money just for showing the ad (CPM Cost Per Mill, i.e. every 1000 ads delivered), but advertisers learned that people ignored the ads and they were not getting benefit from it since no one clicked on them (games made it worse because you don’t have time in a game to click). So things switched to a CPC (Cost Per Click) mode where you got paid on clicks. Then we got a bright idea of giving incentives to click on the ads. You get 10 extra EXP if you click! It didn’t take long for the advertisers to catch on to that racket. When you sign up for an AdSense account today, they make you agree to not do incentive clicks.
I’m really surprised that InMobi hasn’t had a conversation with Ansca yet about fast rotation rates.
At the end of the day, if your fill rate is 25% at 5 seconds, it will probably be 50% at 10 seconds and maybe 100% at 20 seconds. In that 20 seconds, you delivered the same number of ads, so your CPM money will be the same. And if your CPC is where your money is, giving your players time to actually click on an ad will make you more money than just zooming through them.
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