We’re evolving our features to give game publishers more control over the revenue they generate.
Effective monetization strikes a delicate balance of strategic planning and setup with automated and efficient execution. At Unity, we’ve done a lot to get the automation right with advanced machine learning applied to the most robust dataset in mobile gaming. Now, we want to change gears and hand the keys to our publishers, with the tools and information to help them do their jobs even better.
Why self-serve is rare in the market
For years, many digital ad services have hesitated to extend their internal controls directly to customers. This may include setting your own prices, blocking certain ads or advertisers, surfacing projections of how certain changes may impact your revenue, and more. Their reluctance to share such valuable tools and insights usually boils down to some combination of the following concerns:
The usability and/or aesthetics of the features are not ready for prime time. External customers are not sufficiently informed about optimal use of certain controls. The company is unwilling to share proprietary information more broadly. The offering has inefficiencies that the company does not want to expose. Users first
Unity is taking a user-first approach to push through these barriers and give publishers what they want. We’re doing this in a few different ways.
1. Designing all dashboard features for external use
All features that we develop will be designed for external use, even if they are initially released only internally. This ensures that our internal users will understand the experience of our customers. It also eliminates the need to redesign features when moving them from internal to external availability, which expedites our ability to bring enhanced functionality to publishers.
2. Validating new features internally before external release
We will validate the value and usability of features before extending them to customers. “Eating our own dog food” helps us to know for certain that a new feature or capability brings meaningful value to our publishers. If it doesn’t, we will modify it until it does, or we simply won’t ship it.
3. Delivering updates and enhancements regularly throughout the year
Mastering new capabilities takes time. Publishers have to become familiar with each new feature before they can fully take advantage of them. We want to keep pushing something new for them to conquer to help keep our publishers in a continuous learn-and-grow mode.
Here are a few features we’ve recently released that we think will make your life a little easier and kick your monetization efforts up a notch.
Self-serve eCPM Targets
Publishers can use this tool to target the price point that they get for each placement. This is predominantly for mediated customers who need to control the eCPM (effective cost per mille, or per thousand) of placements they use in their third-party mediation platforms (MoPub, ironSource, AdMob, MAX, etc.). In mediation, these placements are stack ranked in order from high eCPM to low eCPM for a particular country or a collection of countries.
Publishers can select which countries to target at specific eCPM price points. The default setting (Global) includes all countries. However, if you have specific prices you would like to set across groupings of countries, we now have Geo-collections so that you can doContinue reading