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IronSource: Top advertising mediation platform

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WakeApp continues its educational rubric for mobile app marketers “Source of the Month”.

Why are we doing this?

If earlier, in order for an application to become popular among users, it was simply necessary to create a unique program that has no analogues and connects the client and the service, today this is not enough. The number of applications in the app stores has reached unprecedented heights: 2.6 million in Google Play and almost 4.5 million in the Apple App Store (Statista).

The WakeApp team decided to help novice marketers, partners and specialists in the mobile app promotion market to be aware of the latest GEO trends and traffic sources and promotion features in them. This time we would like to introduce readers to an equally well-known source of traffic and a tool that specializes in promoting mobile applications – Iron Source.

IronSource is a top ad mediation platform and one of the largest mobile app monetization platforms operating in the mobile advertising market since 2010. The platform allows developers to monetize their products, and our clients receive large volumes of high-quality traffic from all over the world. Thanks to automatic costing mechanisms, for each ad impression, developers receive the highest possible payout, and advertisers receive a lead.

In November 2022, IronSource partnered with Unity to form the industry’s leading in-app creation and advertising platform.

Facts about IronSource:

  • Industries: Gaming, Mobile App Installs
  • Payment Models: CPA, CPC, CPCV, CPE, CPI, CPL, CPM, CPS, CPV, Flat Rate, Revshare / ROAS
  • Audience:3 billion
  • Applications: +80 000
  • 87% of the top 100 Google Play and Apple Store apps are connected to IronSource
  • In November 2022, IronSource announced the end of its merger with Unity Ads.
  • 50% Research and Development
  • Year of foundation – 2010

IronSource provides ready-made ad units with several modern ad formats. An advertiser can capture the attention of users through both impressive reward-per-view videos and interstitial ads and banners.

To attract traffic, it is proposed to use the following advertising formats:

  • Rewarded videos. The format is most effective in building mutual trusting relationships with the audience through an equal exchange of values.
  • Advertising that works on the principle of mini-shops. The user is presented with a list of actions for which he can receive some valuable reward. The tool allows you to increase revenue from traffic monetization, increase audience engagement, and keep it in the application longer.
  • Interstitial video ads. A tool for monetizing traffic using creatives that involve the user going to the advertiser’s website within the software. Allows you to earn money without interrupting the user from using the application.
  • Rewarded interstitial ads. A format for attracting large amounts of traffic within the application by rewarding users for watching videos. Appears during natural user transitions.
  • The format with the simplest integration algorithm in the application and high demand from advertisers.

Each of the available IronSource formats is an effective tool for attracting potential audience within the application.

IronSource is one of the most popular ad mediation platforms to not only increase app revenue, but also increase your effective CPM. Through IronSource, you can work with several ad networks at once and integrate through a single SDK.

You can choose from 15 ad networks available on the platform. IronSource will manage them for you, which will save your time and make the process of attracting traffic as comfortable as possible. The uniqueness of IronSource is that with its help you can track key indicators such as: DAU, ARPDAU and engagement.

Ad networks connected to IronSource and using its traffic:

  • AdColony
  • AdMob
  • Amazon
  • AppLovin
  • Chartboost
  • Facebook
  • Fyber
  • HyprMX
  • InMobi
  • Maio
  • Mintegral
  • myTarget
  • Tapjoy
  • UnityAds
  • Vungle

Today, IronSource is included in the arsenal of all major market players. A wide range of targeting options brings some advertisers more than half of all incoming traffic, which once again proves the effectiveness of the platform. The platform independently filters incoming traffic and filters out fraud and irrelevant users.

Features of IronSource:

  • Access to detailed reporting tools to increase traffic monetization revenue.
  • IronSource ads are rigorously tested and do not interfere with application performance.
  • Access to auction rates in real time.
  • A/B testing. The system offers 3 powerful testing tools to optimize the process of attracting traffic.
  • Simple dashboard.
  • Setting up an advertising stream with adaptation for different audience segments.
  • Separate bids for each platform/publisher/app within the advertising campaign
  • Separate rates for each geo within RK
  • Integration with AppsFlyer: CPI and cost
  • Creative Tracking
  • Import bids / bids / CPI without waiting for a manager
  • Disabling / enabling advertising campaigns on your own
  • A/B testing of creatives: endcards, video
  • Fast tech. support
  • Full staking support by the IronSource team

Disadvantages of IronSource:

  • Heavily loaded technical support
  • No notifications to re-roll or stop an ad campaign

The funnel in IronSource is practically no different from other sources of in-app advertising. Users see in-app ads, click on the ad and go to the landing page and app card inside the marketplace. A large selection of high-conversion formats allows you to interest users in the advertised product and encourage them to switch.

High-quality optimization tools, a wide range of targeting options and highly efficient IronSource algorithms allow you to find interested target traffic and significantly save your advertising budget.

How can a marketer use IronSource?

In order to start using the advertising network, you need to register here.

Fill in all the required fields: full name, password, company name, city and country.

After filling in the fields, an email will be sent to the specified email address. Confirm your email to complete registration.

Step 1. Create an advertising campaign


In the left menu, select the Promote item, and then in the opened window, click Campaign → +New.

Step 2. Filling in basic information

  1. Specify the name of the advertising campaign
  2. Add a link to the application
  3. Choose a payment model
  4. Determine your minimum auction bid

 

Step 3. Set up attribution

  1. Add click link (Click URL)
  2. Add a link to the impression (Impression URL)

Step 4: Targeting

  1. Advertising format. Choice of Interstitial or Rewarding video.
  2. Device type. Mobile phone or tablet.
  3. OS version. Android or IOS.
  4. Publication planning. By default, the campaign starts immediately after the settings are completed. If you do not plan to launch an advertising campaign right now, select “Set dates”.

Step 5. Setting the budget

  1. Allows you to set a single daily budget for all advertising campaigns.
  2. By countries. Allows you to set the daily budget for each country separately.

 Interesting! The Iron Source functionality allows you to adjust and change the bid within the campaign by choosing certain publishers with higher CR, thus effectively allocating the budget.

Step 6. Setting up country targeting

With IronSource, you can create up to 15 ad groups depending on the GEO.

Step 7. Working with creatives

We can create our own unique creative or choose from those offered by the platform.

To create a creative you need:

  1. Specify a name for creative groups
  2. Choose ad format
  • Video and carousel
  • Video and full screen
  • Video and interactive card
  • game format
  1. Select language

Advertising is ready to go!

 

How is IronSource used at work in WakeApp?

Many of our clients are already connected to IronSource and are successfully getting positive traffic. I would like to note that IOS applications are especially well promoted in IronSource, the site complies with all Apple requirements regarding the preservation of personal data and respect for their confidentiality

The platform allows us to fine-tune the target audience, so our clients receive only relevant and profitable traffic. Extensive targeting settings allow you to comply with all the wishes of advertisers and attract only those users who are potentially interested in the product.

IronSource is one of the most popular ad mediation platforms that allows advertisers to drive high volumes of quality traffic using modern ad formats. Among marketers, IronSource is considered one of the most effective and popular sources of in-app traffic.

IronSource is one of the 30+ sources our media buyers use to promote their WakeApps.

For more than 5 years at WakeApp, we have been using this traffic source for the convenience of our clients, whose goal is to attract a young and, at the same time, solvent audience.

About the rubric: Every month we will issue instructions for promotion: by traffic source and by GEO traffic, talking about the features of promotion in a particular region, sharing prohibitions and life hacks when promoting in a particular source. Think of it as a mobile marketer’s desktop guide.

About us: WakeApp is an international mobile marketing agency with over 9 years of experience in the market. It is a leader in the development and promotion of gaming and non-gaming mobile applications in e-com, video streaming, food delivery, sport, utilities, finance verticals. Earlier in 2022, WakeApp received The Media Agency of the Year at Sigma Asia Awards, in 2021 the agency placed in 5 categories of the 13th edition of the AppsFlyer Performance Index XIII.

Gambling in the USA

Gaming Americas Weekly Roundup – August 11-17

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Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.

Latest News

AU10TIX announced the launch of a free Child Safety Age Assurance Risk and Readiness Assessment and Age Assurance Readiness Guide designed to help businesses better understand their risk and tailor their strategy to meet regulatory obligations. They support AU10TIX’s Selfie-based Age Estimation service, which delivers the industry’s most precise and unbiased age assessment in just two seconds. In the US, federal legislation such as the Children’s Online Privacy Protection Act (COPPA) requires parental consent for users under 13, while the California Consumer Privacy Act mandates age verification for websites accessed by users under 16. Additionally, 19 U.S. states now enforce mandatory age checks for adult content and gambling platforms. Similar regulations are impacting social media and online services in the UK, EU and Australia.

Caesars Entertainment has launched its third fully in-house developed proprietary online casino title: Signature American Roulette. Now live in New Jersey, the game is available across Caesars Palace Online Casino, Caesars Sportsbook & Casino and Horseshoe Online Casino, bringing another standout addition to the Company’s Signature table game series. Developed by Empire Creative, Signature American Roulette reflects Caesars’ growing investment in building its own proprietary content, a cornerstone of its online casino strategy aimed at delivering a best-in-class player experience. Signature American Roulette follows the recent launches of fan-favourite Signature titles, Caesars Palace Signature Multihand Blackjack Surrender in May and Signature Blackjack Surrender in June, both also developed by Empire Creative.

Novig announced the successful close of an $18 million Series A funding round. The round was led by Forerunner, with participation from existing investors Y Combinator, NFX, Perceptive Ventures and Gaingels. Founded by Jacob Fortinsky and Kelechi Ukah, Novig is reimagining sports predictions as a transparent and fair marketplace. Unlike traditional sportsbooks, Novig allows users to trade directly with one another, rather than against the house, eliminating hidden fees, biased odds and the risk of being penalised for winning.

Partnerships

IGT announced that it has secured a multi-year sports betting technology and services agreement with Hipodromo de Agua Caliente SA de CV and Distribuidora Internacional de Equipos de Juego, S. De R.L. De C.V. that will significantly extend IGT PlaySports’ footprint to Mexico and Latin America via Corporación Caliente. Per the agreement, 42 Caliente sportsbooks in Mexico will leverage the IGT PlaySports platform and services from the Company’s Trading Advisory Services Team. Through a phased rollout, Caliente will also be able to provide select sportsbooks operators throughout Latin America access to IGT PlaySports’ technology, extending the technology’s reach to more than 100 additional venues across eight countries.

CT Interactive has announced a strategic partnership with Ondiss. Through this collaboration, CT Interactive’s top-performing titles are now integrated into the Ondiss platform, significantly expanding the company’s reach within the region’s regulated iGaming market. This integration adds value to the broad Argentine audience of Casino & Hotel Casino Magic S.A., which successfully uses the Ondiss platform. With CT Interactive’s certified and player-favourite content now available, operators on the platform are empowered to diversify their offerings and meet the increasing demand for engaging, high-quality games.

The post Gaming Americas Weekly Roundup – August 11-17 appeared first on European Gaming Industry News.

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PAGCOR Opposes Online Gambling Ban Amid Pressure to Criminalise the Industry

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PAGCOR, the Philippine gaming regulator, has opposed a proposed ban on online gambling, despite mounting nationwide calls to criminalise it over soaring numbers of addiction, debt and mental health cases.

The online gambling sector in the Philippines has been growing exponentially, with gross revenues jumping from $140M in 2022 to $2.4B in 2024, according to Senate Committee on Games and Amusement data.

The committee held a hearing last week, highlighting the human cost of the industry, with its members demanding to outlaw it, saying the country was facing a full-blown public health and social crisis.

Sen. Erwin Tulfo, who led the hearing on online gambling, warned that “as long as online gambling exists, we are breeding the next generation of addicts, debtors, and broken families.”

He called for a ban and to “prosecute not only the operators, but also the enablers — in the government and in the private sector — who profit from this misery.”

PAGCOR, which is both an operator and regulator, said it “is not in favor of a total ban and instead advocates for stricter regulation.”

The regulator said that illegal operators are the real problem.

“Unfortunately, many of these unregulated online operators are based overseas who target Filipinos, most of whom do not realize that the sites they are playing on are not licensed by PAGCOR. This is where problems arise, especially regarding age restrictions.”

But a survey cited by senators indicates that age was not the main issue. It indicated that 66% of Filipinos aged 18 to 40, and 57% of those aged 41 to 55 were engaged in online gambling. Nearly a third bet multiple times a week, some wagering up to $53 per session.

Majority Leader Joel Villanueva warned online gambling is a “growing national crisis” in the Philippines.

“People are not just risking their hard-earned money. They are putting their futures, families, and lives on the line. The lure of instant wealth has already led many down a path of addiction, debt, and despair,” he said.

“Online gambling is not just a matter of financial loss. It is strongly associated with serious mental and physical health issues, broken relationships, family conflict, increased cases of domestic violence and suicide, crime against persons and property, and ultimately, the erosion of opportunities and dignity in the lives of many Filipinos.”

The post PAGCOR Opposes Online Gambling Ban Amid Pressure to Criminalise the Industry appeared first on European Gaming Industry News.

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UNLV International Gaming Institute Launches New AI Research Hub

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The UNLV International Gaming Institute has launched a new AI Research Hub (AiR Hub) to tackle some of the most pressing challenges facing the gaming industry’s digital transformation.

Co-founder Kasra Ghaharian, the institute’s director of research, said the AiR Hub will address critical questions reshaping the sector: How is artificial intelligence transforming gaming operations? What governance frameworks should guide AI implementation in this traditionally regulated industry? Which emerging technologies must operators master to stay competitive? And how can the sector effectively integrate responsible AI practices with cutting-edge academic research?

“So all of these things that you might expect a research institution to do,” Ghaharian said, “we wanted to do specifically for this intersection of AI with gambling.”

While scattered research around AI in gaming has existed, Ghaharian said there hasn’t previously been a central hub for it. He and AiR Hub co-founder Simo Dragicevic, an International Gaming Institute (IGI) adjunct fellow, saw the opportunity to generate evidence, research and insight that could help the industry better understand and navigate AI technology.

“I think IGI has always had this place to be a thought leader in terms of knowledge, insights for the breadth of stakeholders across the gambling industry. And with the growth and expansion of this new technology, which is artificial intelligence, I think it’s important for us to continue that reputation,” Ghaharian said.

AI is and will continue to have a fundamental impact on all aspects of society, said Dragicevic, who is an industry veteran with experience in gaming software, regulation and AI.

As the gaming industry naturally focuses on product innovation and growth, it’s important someone is also looking at the potential safety aspects that may arise from AI — and AiR Hub is prepared to take on this critical role, Dragicevic said.

“Given the arguably controversial nature of the gambling industry and the gambling product, when it intersects with this technology — which, in and of itself, is controversial — I think that highlights the need for scrutiny; for some research to help guide the ship,” Ghaharian said.

The AiR Hub has received financial support from a variety of industry stakeholders, Ghaharian said. Founding industry members will also serve on an industry advisory panel to ensure that what the hub is doing is practical and relevant.

“It’s kind of that analogy of the ivory tower, right?” he said. “We don’t want to be just in a silo, not speaking to the industry, doing research that we think is relevant, that might not be applicable.”

There’s a reason the new entity is called a “hub” and not a “lab,” Dragicevic said, and that’s to emphasize its collaborative nature.

AiR Hub will build a framework and tools for regulators to help them ask the right questions before making any decisions on whether regulations need to adapt to change, he said, by inviting them to work with academics and partner universities in the early stages of projects.

It will also be important to engage the industry to ensure framework and tools are practical and factor in the complexities and nuances of the industry, Dragicevic said.

The post UNLV International Gaming Institute Launches New AI Research Hub appeared first on European Gaming Industry News.

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