New Windows Phone “Ad Mediator” Lets Developers Stack Ad Networks

Today Microsoft released Windows Ad Mediator, an extension to help Windows Phone app developers fill more ad inventory.

The extension allows developers to “plug and play” third-party ad networks into their apps to help ensure ad inventory doesn’t go unfulfilled. Developers can choose the ad networks they want to use and manage the in-app ad software development kits (SDKs) for each network by adding code to their apps. Microsoft says Windows Phone developers generate about a third of their revenue from in-app ads.

If an ad calls an advertising network and an ad is not available, the app will continue to call other SDK’s until a live ad can be served. Developers can specify how often each ad network is used and can adjust network settings by region without having to republish the app.

Microsoft says that in testing Windows ad mediation, fill rates were over 95 percent. Results vary based on ad network mix, target markets and timing.

Ad mediation can be used with Windows Phone 8.1 apps using XAML and with Windows Phone 8 and Windows Phone 8.1 using Silverlight. Microsoft says it is working on extending support for Windows Phone 8.1 apps using JavaScript or for Windows Store apps.

Currently, the ad mediator supports SDKs from AdDuplex, Smaato and of course Microsoft across the board. AdMob, MobFox, InMobi and Inneractive are supported by Windows Phones using Silverlight.

About The Author

Ginny Marvin

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.