ironSource UA Solution

ironSource overview

ESTABLISHED SEP. 2010

ACQUISITIONS TO DATE Berlin Germany 8 Shanghai China Kiev EMPLOYEES United Kingdom Ukraine South Korea

Tokyo 916 Japan New York

R&D EMPLOYEES United States San Francisco Tel Aviv

United States Israel Hong Kong 555 China Bangalore India

Rio de Janeiro

Brazil

Confidential ironSource 2020 #3 Android & iOS All apps and games Global Power Ranking

#1 iOS Casual games Global Power Ranking and Volume Ranking

See our other rankings for casual games here

ironSource Developer Solutions In-App Advertising Network & Mediation Platform

Top partners using ironSource mediation Supporting all major ad units

Rewarded - video and playable Interstitial Offerwall Banners

User Acquisition

系统的优化逻辑 优化目标：Campaign在流量池中的竞争力取决于它所产生的ecpm，通过素材和价格的最佳组合，提升ecpm， 赢得更多 展示机会

Bid * IPM = eCPM

CTR*CVR*1000

出价技巧：Campaign 首日ecpm表现会影响后面几天的曝光分配。 因此， 建议一开始尽量用表现最好的素材和高bid来提高ecpm。如果怕高bid无法回收，可先设置一个小额度的daily cap，观 察消耗达到cap的速度， 后面稳定起量了，IPM有提升了，再降价，同时提高 daily cap。否则容易因为系统算法上的止损策 略，比较难起量。由于开始的低ecpm，导致后续系统不分配展示。 Marketability

Bid * IPM = eCPM

How do I maximize my IPM?

Creatives Optimization

Video+Full Screen

Video Campaign

Video + IEC

Creatives Video + Gif

Playable Campaign

playable素材需要单独创建campaign Playable(Studio+External) Creatives

Follow the creative cycle

Growth Maturity Design Renewal Localization

Spend

Time Creatives

Localization works

30% 18%

IPM increase IPM increase in China in France

Creatives 常见的转化参考数据

What’s your target IPM? Know the benchmarks

Brain & Puzzle Brain & Puzzle: Match Hyper Casual Role Playing Game Slots

Great IPM 20-25 4-5 40-50 5-7 10-12

CTR CVR IPM CTR CVR IPM CTR CVR IPM CTR CVR IPM CTR CVR IPM

Average 8% 7% 5.54 7% 3% 2.30 35% 6% 19.94 18% 2% 3.53 10% 2% 2.40

Maximum 22% 21% 31.80 13% 8% 5.10 52% 9% 48.81 37% 12% 12.02 12% 18% 16.11

Minimum 3% 4% 2.29 3% 1% 2.30 22% 3% 7.61 5% 1% 1.19 4% 2% 1.22

iOS US video

数据分析 https://developers.ironsrc.com/ironsource- mobile/ios/promote-reports/ 1.此处可以导出表格 分析素材表现 2.如果素材命名为中文，导出表格会乱码 1. Marketability Targeting and optimization

Bid * IPM = eCPM

How do I find the perfect bid?

Bid优化，根据子渠道质量来做app level bidding

Bid Optimization Levels

Level 1 Level 2 Level 3

Managed Fixed Bidding Dynamic Bidding Optimization App Level Bidding --此处可以看子渠道流量质量，鼠标点在bid上可以编辑子渠道bid

ARM (ad revenue measurement)

Ad Revenue Measurement (ARM)

✔ Most granular tool in the market to optimize based on complete ARPU ✔ All device-level ad revenue data is tracked and measured by the mediation layer for all ad units ✔ ARM data available via: ● Attribution platforms to leverage UA on all channels ● Internal BI stack via API ● ironSource UA platform

✔ Predict the true LTV Measuring Ad Revenue

● Complete visibility of ARPU and LTV Benefits of ARM ● Optimized UA on ALL channels (through data for Attribution / BI platform) user acquisition ● Holistic user segmentation: IAP and Ad Revenue

● Retargeting capabilities ○ e.g. IAP whales and ad whales

ROAS Optimizer

ROAS Optimizer What is it?

✔ An automated tool that utilizes both in-app purchase (IAP) and ad revenue measurement (ARM) data to optimize campaigns according to ROAS goals

✔ Optimizes towards multiple goals per country in the same campaign

The 3 Optimizers

IAP For developers monetizing only with i n-app purchases

ARM For developers with a purely ad-based monetization strategy using the ironSource mediation platform

IAP + ARM For developers with a mix of in-app purchase and ad revenue using the ironSource mediation platform

ROAS Optimizer – 案例1

ironSource ROAS optimizer triples Idle Heroes' installs Droidhang,

Idle Heroes

ROAS Optimizer – 案例1

ROAS Optimizer

ironSource ROAS optimizer increases Kwalee's ROAS by 40% Kwalee, Kwalee

ROAS Optimizer – 案例2

ROAS average improvement of 40% API链接：https://developers.ironsrc.com/ironsource-mobile/ios/campaign-reporting/

Automate the Optimization Process

Automate Campaign Optimization Use our automated technology to maximize the return on your budget. Eliminate manual optimizations and bidding.

Customize your optimization strategy Optimize your specific campaign goals for each country based on different performance across countries.

White glove service Our Account Management team takes a hands-on approach to drive the best outcomes for your growth campaigns.

Transparency Say goodbye to mysteries and black boxes. Get complete insight through granular bidding and performance reporting. UA Platform

✔ All ad units ✔ All creatives ✔ Full analytics ✔ Ad revenue measurement

Playworks

Helping our partners achieve marketability at scale

PLAYABLE AD Demo VIDEO PLAYABLE Demo Immersive, interactive experience Choose your own adventure experience Stand-alone or combined with a video

VIDEO Demo INTERACTIVE END CARD Demo HD quality videos Boosts video monetization Widely applicable

如何创建Campaign指导文档 Campagn 创建：https://developers.ironsrc.com/ironsource-mobile/ios/campaign-setup-2/ 素材创建：https://developers.ironsrc.com/ironsource-mobile/ios/creative-sets/

创建Campaign注意事项及常见问题： 1. 为了便于 Campaign 管理优化分析。 建议遵循一定命名规则：语音+横/竖+内容+endcard+时间（英文格 式）

2.为了提高操作以及投放效率 建议刚开始投放时，不同国家建在同一个 下 campaign , 注意请设置default Bid为最低价格，因为此处bid相较于特定国家bid 生效更快，大约会快15分钟。

为了让每组广告素材获得能有参考价值的展示量用作后续分析， 3. 建议每个campaign每次建议最多创建4组广告单元 每一个 campaign 最多上传 4 套素材，根据素材表现进行更迭。 ironSource 算 法支持测试新素材最多四组。素材总数量最多十组，10k曝光以内是算法学 习期。如果新素材 不过老素材，过了 新素材就得不到新曝光了，广告 pk 10k 主可以下掉上新素材。素材取舍主要还是看获取曝光的能力，ipm仅仅是个 参考 如果ipm低但是曝光拿得多，建议保留素材。

4.素材创建：Playable和IEC（Interactive ending Card需要由 ironSource 优化师创建），请联系 ironSource 客户经理； Playable 需 要独立创建Campaign

创建Campaign注意事项及常见问题： 5. 为了保证推广的优化效率，建议在第三方 tracking 后台开启的回 传有： 留存数据、内购数据、VTA、Suppression、Fingerprint （使用 Adjust 的广告主需要开启 Fingerprint ）

6. 素材具体要求如下： 普通视频素材：（视频）建议小于 20M; 16:9 mp4 格式。视频 长度建议：15-30s, 不超过35s；建议横板竖版都提供。（图片） 全屏end-card尺寸： (540x960) (960x540) (768x1024) (1024x768) 四个尺寸需齐全； 图片里务必加上下载按钮 可玩素材要求及QA流程： https://drive.google.com/open?id=1dggYlvuuR2DKYrAp6VUB1WsLrM 1_peZ8

Thank You