Google Ad Manager App Mediation vs Yahoo DSP

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.

Yahoo DSP is a demand-side platform for advertisers and agencies buying ad space on other companies’ sites and apps. Its campaign workflow covers planning, audience targeting, creative, curation, optimization and measurement across Connected TV, native, audio, digital out-of-home and display. Audience tools combine Yahoo, third-party and advertiser first-party data into people-based or contextual segments. Planning features include cross-screen TV, digital out-of-home, supply-path and audience insights. Yahoo Blueprint supports campaign forecasting and optimization throughout the campaign lifecycle. Advertisers can connect their own agents through MCP or APIs, use Yahoo DSP agents, or combine the approaches; the DSP Agent Network also connects with partner AI agents. Audio campaigns can use Spotify music and podcast inventory, as well as partners including iHeartMedia, SiriusXM, Acast and Libsyn. Its REST API supports programmatic management of campaigns, targeting, deals and reports. Yahoo describes TalonPro as an always-on ad-fraud avoidance solution, and says third-party verification providers may also be used. Yahoo directs prospective customers to contact its team for details; no price or trial offer is stated.