Advanced Bidding

In-app header bidding reimagined

Innovation in monetization

Building upon our years of expertise in mobile-first mediation and real-time bidding, Advanced Bidding is the complete reimagination of header bidding for the mobile app environment. It's designed to help publishers more efficiently monetize their inventory by replacing the traditional ad waterfall with simultaneous real-time bidding (RTB) from ad networks and DSPs.

Our unique position as the ad platform of choice for app publishers, and as a leading in-app RTB exchange with over 180 demand sources, gives us the distinctive ability to run a true unified auction and accelerate the adoption of app bidding at scale.


What's in it for...

  • Publishers
  • Buyers

Drives up yield by increasing competition for the impression

Increases auction efficiency by moving from historical pricing to real-time pricing

Improves operational efficiency by simplifying the ad management setup

Reduces latency from cascading down the waterfall

Improves inventory access for real-time buyers

Levels playing field by moving from historical to real-time pricing

Increases auction efficiency by improving pricing transparency

Helps advertisers to achieve campaign objectives and improve performance

Hear from leading app publishers

Why MoPub for in-app header bidding?

Unlike competitive solutions, MoPub and Advanced Bidding check all the boxes that matter most:

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Expertise in RTB auctions. MoPub has operated the leading mobile real-time bidding exchange at scale for years; we're now applying this expertise to bring networks into RTB. When DSPs and networks compete, publishers win.
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Deep understanding of the nuances of in-app. Both MoPub and Advanced Bidding are mobile-first. We've focused on building for apps since the beginning, so there's no attempts to copy/paste desktop solutions and no legacy desktop baggage.
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A true unified auction. Advanced Bidding is deeply integrated into the primary ad platform, allowing a true unified auction: bringing together direct deals, real-time and waterfall networks, and DSP demand to compete for each impression.
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Support of all ad formats. Native, fullscreen, rewarded video and more: we support publishers' growth with access to all ad formats, so they are ready when there's a shift in their ad monetization strategy.
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Complete transparency and control. MoPub puts publishers in the driver's seat. We are the only ad platform with full transparency and control for the unified auction and waterfall.
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Critical mass in SDK adoption. We're trusted by more than 50K apps around the world, which means MoPub is best positioned to accelerate the adoption of in-app bidding at scale.

All popular ad formats are supported

Native video
Native video


"MoPub is better placed to make Advanced Bidding work than anyone else."

Gilad Amitai Co-Founder, COO, Ubimo

"The other hacky solutions that require publishers to create and manage hundreds of line items in order to imitate what header bidding does on desktop in mobile in-app are problematic...what MoPub is doing with Advanced Bidding is exactly what we all have been waiting for."

Adam CareySenior Director of Ad Monetization, SEGA Networks Inc.

"With our model we only bid on selective deviceIDs. If we have a chance to bid, we are likely to outbid a network for the impression if it comes from one of those IDs."

Eugen MartinVP of Product Management, Remerge


Bidding Network Partners

(More to be added)

Audience Network

Resources & articles

Advanced Bidding Product One-Sheeter

Advanced Bidding for Buyers

Advanced Bidding for Publishers

Introducing Bidding for App Publishers and Developers

The next phase of app monetization: Key mobile header bidding insights from SEGA

Mobile App Bidding And The Next Horizon Of The Waterfall

Moving the ecosystem forward with the first wave of advanced bidders

WTF is Header Bidding for Mobile Apps?



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