Mamba is a popular dating app with an audience of more than 40 million users from more than 50 different countries. The app is free and generates revenue from ad placement. The app developers ran a two-week test to compare the classic waterfall model of mobile ad mediation with Mobile Mediation from Yandex with automatic threshold selection. The key goal of the experiment was to compare how effective these models were for selecting the best monetizers and ultimately increase revenue from ad blocks in the mobile app. The experiment was run on native banners in the app. Half of the requests to demand platforms were based on the waterfall model, and the other half used automatic threshold selection. In order to also serve ads from other demand platforms, the IDs of blocks in those platforms were added in the Mobile Mediation interface. Then the latest version of Yandex Mobile Ads was integrated into the app and mediation was launched.
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Mamba, the leading online dating company in Russia, has acquired Teamo. With its international network Wamba , Mamba claims more than 30 million users in 15 countries. East-West Digital News is a news, research and event agency dedicated to tech innovation and digital industries in Eastern Europe. Through its news sites and industry reports, EWDN provides international audiences with updated information and deep market analysis.
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