With Microsoft looking to expand its Windows Store and make it more accessible to PC users, developer support has become essential for the company. To ensure that developers continue to build apps for the platform, the Redmond giant needs to ascertain that they get maximum support and revenue.
To that end, the company has now announced a new ad mediation service that aims to maximize revenue for app developers and provide improved ad experiences for consumers.
Microsoft has noted that its new service is a supply side platform (SSP), which ensures that developers get the highest yield from ads within their apps, regardless of their format. The company has explained the advantages of its SSP over other networks with the following table:
The company has also pointed out that with advanced features such as fraud detection and reliable reporting, developers will be able to obtain maximum revenue by utilizing this service. The ad mediation service also touts a growing system of ad networks, which not only features Microsoft's own, but also SpotX, AOL, and PubMatic, among others.
Microsoft says that via machine learning algorithms, its service can automatically select the most suitable ads from available networks. While developers can also manually configure their advertising unit, the yield optimization algorithm can utilize "past performance, app information, user context and other parameters to compute the best yield at a per-ad call level".
With its new ad mediation service, Microsoft boasts that developers will only be required to integrate with the Microsoft Advertising SDK, and when ad networks are added, developers' applications will be updated automatically. The company has also improved its analytic reports for developers, ensuring "greater transparency and reliability".
Microsoft has cautioned that its new ad mediation service is available only UWP applications - built using the Advertising SDK version 10.0.2 or higher - via the Dev Center. All such applications have been automatically upgraded to this new experience.
Source and image: Microsoft