MoPub is releasing a new tool called the Optimizer that should allow mobile publishers to take an entirely automated, hands-off approach to managing their ad networks — and increase revenue too. The team gave me a demo of the new feature, saying the technology uses a “waterfall” approach, moving down a list of possible networks from which to serve an ad, starting with the one that had the highest estimated CPM (price paid per thousand impressions). Normally, MoPub prioritizes those networks based on CPM estimates provided by the publisher.
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