Top Mobile Ad Networks 2023

The mobile advertising industry is worth 288 billion as of 2021. This industry is usually segmented into suppliers and publishers but a recent trend has seen the rise of mobile ad networks. So what are Mobile Ad Networks? In simple terms, they serve as the middle man between the two ends of the value chain. They do this by finding the right audience and price for suppliers and publishers.

With the rise of ad networks, new publishers may find it difficult to find the perfect fit for their app. Don’t worry, that’s why we are here.

In this blog, we’ll review the top mobile ad networks, each one useful based on your priorities. Some tools seem to strike a balance between different features and may be the right fit for you.

How to choose the best Ad network.

The first step in choosing the right ad network is by understanding your priorities. Do you want an ad network with a high fill rate? supported ad formats? mediation partners? Documentation or general support?

Once you know your priorities, you can select an ad network that best suits your needs.

How did we develop this list?

This analysis starts by looking at previous reports to get an extensive list of available networks. Then, each item is scored against priorities on a scale of 1-5. Our approach takes an idealised view of each priority i.e each priority carries the same weight but in reality, this isn’t the case. You’ll have to make your own judgement.

You can download our excel file which shows the weighted score and averages for our top mobile ad network list.

1. Admob

Our top on the list of top mobile ad networks is Admob with a rating of 3.7. This network is number one on the list due to the fact that it is owned by Google and in turn, offers some great perks. It has a high fill rate, good supported SDK (some open source contribution) and good documentation. This ad network currently supports Interstitial, banner ads and Native Ads. If you would like to integrate ads into your collection or table view, here’s a guide.

Admob faces its shortcomings with low supported mediation partners compared to others on the list. The network also lacks support as it largely relies on community support to fix bugs or issues.

• Pros: Good filrate, documentation, ad formats and SDK’s.
• Cons: Poor one-to-one support.
• Platforms: iOS and Android.
• Ad formats: Banner, interstitial, native, rewarded and rewarded interstitial.

2. Inmobi

The second on our top mobile ad network list is Inmobi. Inmobi, established in 2007 is a strong ad network that has the luxury of being backed by Microsoft. Based on our calculation, it is rated 3.5 due to its high fill rate, ad format and documentation. The ad network currently supports Interstitial, banner ads and native Ads.

Its shortcoming lies in its limited supported SDKs, mediation partners and support but it is still a strong ad network if you are ever on the market for an alternative.

• Pros: Good fill rate, ad format and documentation.
• Cons: Low mediation formats and SDK’s.
• Platforms: iOS and Android.
• Ad formats: Video, Native ads, playable, rich media, carousel and interstitials. 

3. Applovin

One Ad network missing on this list is Mopub. Mopub was acquired by Applovin in 2021 and has given Applovin a strong stance in the Ad network space.

An extensive image list can be found here.

Applovin strength lies in its mediation partners, supported Ad format and support with dedicated email for queries. Its shortcoming lies in its supported SDKs and documentation. Some points were also deducted because, while they have some form of support, their community-led support is limited.

An excellent tool for those relying on mediation partners.

• Pros: Good mediation partners, fill rate and ad formats.
• Cons: Poor documentation and support.
• Platforms: iOS and Android.
• Ad formats: Interstitials, rewarded ads, banner and MRECs.

4. Fyber

Fyber Fairbaid markets itself as a mediation platform built on flexibility, giving you the freedom to monetise your app through a waterfall or unified auction. Its strength lies in having a high fill rate, extensive media partners and support as an application process is needed to use this network. 

They face shortcomings when it comes to supported SDKs and documentation.

• Pros: Strong fill rate and mediation partners.
• Cons: Poor sdk and documentation.
• Platforms: iOS, Android and Unity.
• Ad formats: Banner, interstitial and rewarded ads.

5. Smaato

Smaato’s digital ad tech platform is a complete omnichannel, self-serving monetisation solution and free ad sweeter all in one. It gives publishers unparallel controls to make monetisation simple. The network strengths lie in its supported ad format and modest fill rate with shortcomings when it comes to mediation partners.

• Pros: Good ad formats.
• Cons: Poor documentation and media formats.
• Platforms: iOS and Android.
• Ad formats: Medium rectangle, interstitial, interstitial video, interstitial playable, rewarded video, plash, banner, out stream video, leaderboard, skyscraper and native ads.

6. Startapp (start.io)

Start.io (formally known as Startapp) is an excellent tool for organisations to uncover insights and make data-driven decisions. Their strength lies in having a strong ad format and supported SDK’s but faces shortcomings when it comes to mediation partners and support.

• Pros: Good ad formats and sdks.
• Cons: Poor mediation partners and support.
• Platforms: IOS and Android.
• Ad formats: Splash Ad, interstitial ad, rewarded ad, banner ad and native ads.

7. Unity Ads

Unity Ads is an excellent tool for games and strikes a balance between different priorities. Its strength lies in its modest fill rate, SDKs, formats and documentation.

• Pros: Good fill rate and excellent for gaming.
• Cons: Poor support and mediation partners.
• Platforms: iOS, Android and Unity.
• Ad formats: Banner, interstitial, playable and rewarded video ads.

8. AdColony

Ad colony is an excellent ad network known for its exclusive instant-play video, interactive video, playable technologies, programmatic market place and extensive footprint in top apps. It strikes a balance between different priorities such as a modest fill rate, ad formats, SDKs, mediation partners and documentation.

An excellent tool for people looking to strike a balance.

• Pros: Balance between priorities.
• Cons: No solid strength and limited support.
• Platforms: iOS, Android, Unity and Adobe Air.
• Ad formats: Interstitial, banner and rewarded Interstitial ads. 

9. Tapjoy

Tap joy is an incredible tool that specialises in offering rewarded video ads and offer walls. It has excellent documentation, a good fill rate and supported ad networks but limited ad formats and documentation.

An excellent tool for rewarded video and offer walls.

• Pros: Good documentation.
• Cons: Poor ad format and mediation partners.
• Platforms: iOS, Android and Unity.
• Ad formats: Offerwall, rewarded video and interstitial video.

10. Facebook Audience Network

Facebook Audience Network or FAN is another contender in the top mobile ad network space. Its strength lies in its high fill rate and supported ad networks. The ad network faces its shortcomings when it comes to documentation, having little to no support and only supporting a limited number of mediation partners. 

In general, developers mediate Facebook with other networks but if you have a strong affinity towards Facebook. It’s a great choice. 

• Pros: Good fill rate if properly integrated.
• Cons: It’s facebook? It also has limited sdk, ad formats, mediation partners and documentation.
• Platforms: iOS and Android.
• Ad formats: Interstitial, banner, native and rewarded video. 

Other notable ad networks include Vungle and chart boost. You can find more information on the list provided.

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