Google Ad Manager App Mediation

Overview

Google Ad Manager App Mediation routes mobile ad requests through eligible third-party networks in expected-yield order. It suits app publishers who want that demand to compete within Ad Manager; teams not prepared to integrate Google’s SDK and link an Ad Exchange account should look elsewhere.

Its advantage is bringing mediation into competition with Ad Manager line items and real-time bids. Its central drawback is the sequential chain: it can add latency, and a request no network fills remains unfilled.

Key features

Publishers use yield groups to choose which networks can serve which inventory. Ad Manager orders eligible networks using estimated CPM and real-time Ad Exchange CPM, excluding networks expected to yield less than Ad Exchange. Automatic data collection can estimate a network’s CPM using historical CPM data adjusted for impression discrepancies, giving publishers a way to base ordering on past performance.

Through Dynamic Allocation, the mediation chain’s expected yield competes with Ad Manager line items and real-time bids from Authorized Buyers and Exchange Bidders. That integration is useful when a publisher wants third-party network demand considered alongside other Ad Manager demand, rather than handled separately.

Requests pass through the Google Mobile Ads SDK, which calls each network adapter in sequence until one returns an ad. Up to 50 networks can be included in a serving chain. Since calls are sequential, longer chains risk greater latency; if no network fills a request, it is not automatically passed back to the ad server.

Setup requires the Google Mobile Ads SDK, adapters for each chosen third-party network, and an Ad Exchange for mobile apps account linked and set as the default for dynamic allocation. Publishers also create yield partners and yield groups. A partner absent from the available network list can be added as an Other company, but that route requires custom events in the app and yield groups.

Ad inspector can check fill, show errors, reveal mediation details for a request, and test an individual yield partner on a device. Participating networks can serve rewarded and rewarded interstitial formats when selected in a yield group. Mediation can pass a child-directed age treatment signal from the SDK to third-party networks, though developers remain responsible for those networks’ ad treatment. Third-party mediation impressions are not eligible for Active View measurement.

Pricing

The Google Ad Manager App Mediation plan costs free. It includes up to 50 mediation networks in a serving chain, with an Ad Exchange for mobile apps account linked and set as default for dynamic allocation required. This free plan suits publishers evaluating mediation without a listed plan charge, but it does not remove the account, SDK, adapter, or chain constraints.

Platforms

Google’s mediation setup guides cover Android and iOS, with platform-specific SDK and adapter guidance. Although Ad Manager is also available on web, the mediation setup described here is for mobile apps. An AdSense account is needed to work with Google Ad Manager.

Who it's for

This is a fit for app developers managing advertising through Ad Manager who want yield groups to route inventory across third-party networks and have the resulting expected yield compete through Dynamic Allocation. It is less suited to publishers seeking a standalone mediation workflow, avoiding sequential calls, or measuring third-party mediation impressions with Active View. Google advises reviewing regional privacy laws such as CPRA, GDPR, and LGPD when configuring yield partners.

Pros and cons

Pros

• Demand competes within Ad Manager. Mediation expected yield participates alongside line items and real-time buyer bids through Dynamic Allocation.
• Yield-based network ordering. Yield groups, estimated CPM, and real-time Ad Exchange CPM shape eligibility and sequence; automatic historical CPM estimates can inform network yield.
• Useful diagnostics. Ad inspector can show fill, errors, request-level mediation details, and test a yield partner on a device.
• No listed plan charge. The plan is free and permits up to 50 networks in a serving chain.

Cons

• Several integration prerequisites. Publishers need the Google Mobile Ads SDK, network adapters, an Ad Exchange for mobile apps account, and an AdSense account for Ad Manager.
• Sequential calls can cost time. Longer chains risk greater latency, and the chain stops without an automatic fallback to the ad server when no network fills.
• Measurement exclusion. Third-party mediation network impressions are not eligible for Active View.
• Custom work for unlisted partners. Adding an Other company requires custom events in the app as well as yield groups.

Alternatives

Consider AppLovin MAX for a free Android and iOS mediation option whose bidding networks pay AppLovin a fee on generated ad revenue. CAS.AI Mediation is another free option; CAS takes a cut from earnings, and its no-loss A/B test applies to apps with 5,000+ daily active users. DT FairBid is free of charge, with publishers collecting payments directly from mediated networks.

Google AdMob is a free Android, iOS, API, and web alternative; earnings depend on advertiser demand and ad performance, with a USD 100 payment threshold. For subscription-focused app monetization, RevenueCat offers a free Pro plan up to $2,500 in monthly tracked revenue, then charges 1% of tracked revenue once that threshold is reached. Adapty is free while earnings remain under $5K/month, then charges 1% of monthly revenue above that amount.

Apphud offers a free tier until $1,000 MTR, then a Pro plan at $49 a month with $5,000 MTR included and five seats. PlayFab is a free-to-start alternative billed before a title passes 100K players; its free plan includes 10 titles in Development Mode and 1,000 lifetime players per title. For broader game monetization options, browse Game Monetization Software.

Verdict

Choose Google Ad Manager App Mediation if your mobile app already fits Ad Manager and you want third-party network yield to compete with its other demand at no listed plan charge. The reason to look elsewhere is equally concrete: setup depends on Google accounts, SDKs, and adapters, while sequential requests can add latency and fail to return to the ad server when unfilled.