Google Ad Manager App Mediation vs Lotame TV DMP

Google Ad Manager App Mediation sends mobile app ad requests to eligible third-party networks in sequence, with yield groups defining which networks can participate. It orders eligible networks using estimated CPM and real-time Ad Exchange CPM, excluding networks expected to yield less than Ad Exchange. The mediation chain's expected yield competes with Ad Manager line items and real-time bids through Dynamic Allocation. Apps use Google Mobile Ads SDK, which calls each network adapter in turn until an ad is returned. Setup requires the SDK, adapters for selected networks, and an Ad Exchange for mobile apps account linked and set as the default for dynamic allocation. Publishers configure yield partners and groups to select networks and inventory. If none of the networks fills a request, it stays unfilled rather than returning automatically to the ad server. A serving chain can contain up to 50 networks; sequential calls in longer chains risk added latency. Google provides Android and iOS mediation guides. The listed plan is free, subject to the Ad Exchange account requirement. Third-party mediation network impressions are not eligible for Active View measurement.

Lotame TV DMP is web software for television stations and advertisers planning, selling, measuring, and validating TV campaigns. It analyzes audience composition across a station’s programs, genres, and dayparts, and lets users apply digital audience segments to linear TV. Lotame says its targeting in smaller markets draws on millions of TV viewership data points. Planning measures include Program Reach, Audience Reach, Audience Program Index, and Audience Daypart Index. Measurement includes total and target audience impressions, reach, frequency, campaign audience profiles, and campaign delivery against desired audiences. Salespeople and executives are among the intended users of its planning and measurement tools. Lotame’s partner directory lists CTV connections including Adobe Ad Cloud, Adobe Audience Manager, Google Ad Manager, Google DV360, Roku OneView, Samsung Ads, and The Trade Desk. The company was founded in Maryland in 2006 and is headquartered in Columbia, Maryland. Pricing is on request; the TV DMP brochure directs inquiries to [email protected].