What are the most frequent mistakes made when monetising applications, and how to correct them in order to increase efficiency and income? These are the five most important aspects to pay attention to in-app monetisation for maximum results and minimum errors.

Using out-of-date versions of the SDK

In order for an app not to be removed from the store, it, as well as all of the SDKs (a development kit that facilitates the creation of an app) that are used, must comply with Google Play and App Store rules. SDK developers keep their products up to date in order to comply with regularly changing rules. Therefore, app developers also need to remember to keep up-to-date.

Use only one SDK to display ads

Some publishers put only one ad SDK and don’t use the mediation platform, which allows third-party networks to compete for ad space – thereby increasing demand for inventory and overall revenue.

For example, Yandex has its own mediation platform, which can call several ad networks at once and compare their offers against each other to show the most profitable ad for the app. Almost all of the well-known networks operating in China and abroad are available in mediation, including, in addition to the Yandex Advertising Network, AppLovin, ironSource, Mintegral, Unity Ads and myTarget. The mistake is not taking advantage of all the opportunities and not plugging in the media.

Excessive ad caching

Avoid a lot of caching of ads that won’t be shown. For example, a developer sets up a pre-loading of five banners, assuming that the user passes the same number of levels in the game. But if the user passes only two levels, the ad visibility drops and the ad system starts deprioritising the app.

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Why do apps use ad caching at all? So that the user is not faced with empty space in the place where the ad should be, without wasting time on requests and their processing. As the user passes levels, the ads that the ad network has already given away are shown.

For mobile applications, this is a common practice, and caching should not be neglected. First of all, you need to pay attention to such metrics as showRate. If the showRate is lower than 20 per cent, this is a reason to think about changing the ad caching algorithm. The higher the showRate, the better.

Integrate SDK with errors

Be careful when integrating and fully follow the SDK installation instructions to avoid problems. The list of services that can be used to monetise apps is now limited, but it is recommended to include them all in your mobile media.

Don’t use local advertising networks

For countries like China, Japan, Russia, Asia or Latin America, it is best to use local networks because they understand the specifics of the market much better and will be able to offer you the most favourable conditions.

For example, if a mobile app has appeared on the Russian market, then for effective monetisation, you should use Yandex Advertising Network or MyTarger, as the most popular ad networks in these countries.

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