New MoPub report aims to help publishers navigate the ad network landscape


Mobile publishers need to work with at least a few different ad networks — that’s kind of the whole point of ad exchanges like Twitter-owned MoPub. Today the company is releasing a report that should give publishers a little more context when deciding which networks to work with.

For starters, the report says that 53 percent of MoPub publishers work with between two and five ad networks, with 47 percent of ad impressions coming from three big ad networks — Google-owned AdMob, AOL-owned Millennial Media (AOL also owns TechCrunch) and the Facebook Audience Network.

Elain Szu, a senior manager of exchange marketing at Twitter, suggested that the two-to-five range might represent the sweet spot for many publishers.

“If you work with too many ad networks, it’s a pain to…

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