 Hello. Hello. Hello. Hello. Thank you. Good afternoon everyone. I'm guessing everyone had coffee and tea, so now we don't fall asleep in the session. That said, you should not. This is probably one of the most useful sessions to find at DroidCon. I'm sure everyone has said that, but this is going to be a lot of stuff we talk about specifically to mobile advertising. I do have a very strong challenger in this same time slot, which is features of Ice Cream Sandwich. So I expect a medium-sized turnout for the session, but we go through it and then have a quick Q&A at the end. So you made your app and you decided you want to use mobile advertising as a monetization package. And then you get to sort of this stage, the bald person was not the intention. The intention was to show a confused person, where there's just so many options you have right now that, you know, literally it's a question of what do I use, how do I use, how do I monetize. There's just so many added choices out there. So what we do is we go through all of these and we go through sort of what the best practices have worked. And then you'll see that some of this might actually end up making sense. Really quickly, background about me and why I am giving this talk, or why I might know something about this. So I managed in the operation for a company called Flirty. We are the largest mobile analytics company in the world. And we also have an advertising network on top of that. Personally, me, I'm a big app enthusiast. I did a great apps 24-7 and I recently moved from San Francisco about two months back to set up in the operations. So the agenda for today, and hopefully you'll see some truth at the end of it. So what we do is we talk about, you know, certain common metrics. I mean, not this might be familiar to a lot of you guys, but I want to sort of cover the whole spectrum from right from the start to the end. So you'll see we cover the metrics, which is basically what common terms are used when you refer to mobile advertising. Then we go into what are the different types of providers available, or rather how, you know, who can you partner with or how can you actually put ads inside your app. And then lastly, which is probably the most important thing which most people wonder is that, you know, where do you place the ads inside your app so that you can monetize most effectively. That's the indication options for it. So we go through all of these and, you know, hopefully at the end of it there will be some consensus as to, you know, what's working and what's not. So really quickly, the common metrics that, you know, we talk about in mobile advertising. So CPM comes from the online world. Again, the most common metric that we discuss in mobile also. Cost per thousand impressions, which means basically for every thousand impressions that you're showing inside your app, how much money you're making. CPC, cost per click, which basically means for every single ad that has been clicked inside your app, how much money you're making. CPI, cost per install, that's more sort of a new one. Mobile metric only, which is, certain ad providers allow you to monetize if you can promote other apps and they pay you on a cost per install, which means the publisher gets paid when the user installs the other ad. CPA, which is again similar to the web, cost per action, this actually involves the user taking some action. So what that means is that, say it's the ads in ad for, you know, Samsung, right, cost per click, you would click on the Samsung ad and you get paid or the user would. In cost per action, what they require is the user clicks on the ad, fill the form, submit something, and that's where the developer gets paid. So that's sort of taking, you know, the CPC one step forward. So the payouts are pretty high, usually in CPA, but the concern with which most developers have, which I agree with, is it takes a lot for the user to, for the developer to get paid. I mean, for someone to click on an ad and then submit a form or take some sort of action is asking a lot, which is why, you know, even though the payout for sort of action is pretty high, do we do this? Yeah, please. So while we're getting this back, well, even though the payout per action might be high, you know, it doesn't happen as often that you actually monetize your sense for the ad. You want to just hold this? So, sorry. So moving forward, we'll go into the different kind of providers, taking the issues one second. What's an impression? Sure, good question. An impression is basically a reasonable time an ad gets shown. While they are looking at stuff, are there any other questions at this point? No, I understand. So ECPM, so I should not have missed that. ECPM is basically the effective cost of 1,000 impressions. So now that we have so many different models like CPC, CPI, CPA, CPM, how do you actually measure, compare one versus the other? Say for example, if I'm clicking on an ad and the developer makes money versus I'm just showing an ad and the developer makes money, how do you compare those? So you pack everything out into your ECPM, which is no matter how you get paid out, measure your revenue across your making 1,000 impressions. So that's the ECPM. And basically, that is everything that you need to measure upon. So no matter what kind of integration you use, provider you use, metrics you use, everything needs to back out as to what your ECPM is at the end of the day. So moving forward, you'll see in all the slides that refer only to ECPMs because that, as I said, no matter how you're getting paid out is what you measure upon. So we're going to go into the different kind of providers that are out there and how you could put an ad inside your ad. So the most common times are out there are basically what we refer to as ad networks. So who's heard what an ad network is before? So who's heard of InMobi? Mohan, who's InMobi is an ad network. So an ad network is basically a third party. And to explain in very simple terms, they are a broker. They are a broker of advertising. What they do is that they will buy the publisher in term. So you're the publisher, they'll buy, say, a thousand impressions from you and go and sell it to an advertiser and take a cut in the middle. So in very simple terms, it's almost like a stock broker where they have direct relationships with the advertisers and the publishers, publishers being you guys. So let's take an example of an ad, let's say Angry Birds. Angry Birds is using ads for a very long time inside the Android app. So Angry Birds, so InMobi, for example, would go to Angry Birds and they would say, pick out publisher with us. So they would basically be buying a lot of their impressions. And then subsequently they would go to all the different advertisers, like Samsung, Coke, LG or any plan. And ask them, tell them, hey, I have all these publishers with all these impressions. Why don't you pay me so I can show your ad and all these different ads? So very simple terms, that's an ad network. And if it works better for you guys, feel free to ask questions in the middle. Sorry. What does impressions for an autonomous publisher mean? Right, so impressions mean the number of ads you show inside the app of the publisher. Angry Birds, what does it mean? Angry Birds is showing ads, for example. So what it means is the Angry Birds is showing 1 million ads in a day. InMobi, by purchasing means they are paying Angry Birds a certain price. And that price is essentially what the advertiser pays, minus a cut of InMobi. So let's say the advertiser pays 50 cents cost per click, for example. InMobi will typically say they take 40%, that's 20 cents. And they pass the 30 cents on to Angry Birds for each click. Any other questions in the middle? Next slide. What is the full rate? Next slide. Social features have been integrated into advertising and marketing, right? As an advertiser or a publisher? As an advertiser or a publisher, maybe one is a publisher, but as an advertiser I have to think about how to integrate those kind of features in the advertisement. So just putting an ad on an app is not very sufficient, right? So what else do I do to make sure that those kind of things can, you know, integrate into the advertising? Some of the ads are not the best remote management, right? That's a good question. Obviously that's a completely different science. Honestly, the topic of this discussion is publishing. So we can talk about it offline and we can talk about what it's strategy to do. Sorry? Okay, while this is going on. So to answer the question, so basically this is, so what you see is with each provider, the next slide will follow up with sort of what the advantages, disadvantages, and sort of best practices when using this SIG provider. So when it comes to using an ad network, just using an ad network alone, so let's say you're using InMovie or AdMob just by themselves, the biggest advantage you get is that these people, these ad networks have direct relationships with the advertisers, which means that they have teams that are also selling to Coke and Samsung. So if something is not working as a publisher for you, and you tell them, they have more control to go after the advertisers and change things around them, because they're not working with any other parties. They have direct relationships with advertisers, direct relationships with you. And that works out in the long run, especially if you are a very big ad. So it helps having, you don't have direct relationships with someone in these ad networks, because they can do a lot for you in terms of optimizing, filling ads, and so on. That sort of goes with a bit of a stale-up advertisers. Also if you're working directly with an ad network, and you know, there's a bunch of guys that move over here and they tell you this, that they can provide a lot of, you know, custom solutions. So what custom I mean, you know, you're going to go over like what pano means, what indecision means, what video means, but a lot of the times, a lot of the ad networks, the publishing teams will, depending upon your ad, you know, provide you something that would be completely different, like an interactive ad or, you know, something like, a lot of times we have story also, you know, mixed up different kinds of ads that we show pano sometimes, then indecision sometimes, depending upon what the product is. So again, having that direct relationship with the ad network always helps in the long run, because they can, you know, do a lot for you to try and secure your window. And then, you know, the last thing which is a big advantage again using ad networks is that on the advertiser's side, so when an advertiser is, you know, going through an ad network, usually most ad networks have better targeting and optimization. So, you know, going through that question of asked about how I advertise something to market best, they have a lot of targeting based on the topic by, you know, brands do only certain names or certain gender or certain locations. That helps the advertiser, but then why helps the publisher? That means that most likely, right, the ad that they are showing is actually more relevant to your users. So, which is why, you know, a lot of the ad networks are very useful, because they will have a good engine below the entire ad server. This advertiser, if you look at what there are, if you use a single ad network by itself, you usually see that the fill rate, the fill rate is basically the number of, so say for example, how a publisher, my available impression that I can show is 100,000, right? But if I'm using one ad network, they are only going to be able to show 80,000 ads per day. So the fill rate is 80%. And the reason they can't show 20,000 more is because they don't have advertisers, right? That's what fill rate is. So typically, if you use a single ad network, especially globally, across all markets, you'll see the fill rate is lower. So that's why they always recommend using multiple networks in one time, which I'll go over in the next slide. And similarly, if a fill rate is lower, the ECPM also tends to be on the lower side. So it's always recommended to use multiple. We talked about examples of in-mobiles, flurries, ourselves, ad network. I think on the first slide itself, when I created that picture, I counted there were like 34 different ad networks. So, well accomplished. So I'll try to speed up now. So the next thing is next kind of providers. We talked about the ad network. The next kind of what we call the ad exchange or optimizer. So we discussed in the previous diagram, we saw that the network is selected directly to advertisers. In this case, the network is now selected to ad networks. So what this does is, it is not a publisher, right? You integrate ads. And this optimizer is now pulling ads from various ad networks rather than advertisers. So it will pull an ad from in-mobiles, it will pull an ad from ad work, it will pull an ad from a flurry, jump tap and so on. What this ensures, and why this helps, and there are so many out there, is fill rate is higher. So we talked about how fill rate is going to be lower, right? But now they're using so many different ad networks who are selling to so many different advertisers up front that a fill rate, the amount of ads in the show tend to be higher. And the way they optimize it, so basically what they do is, theoretically what they do is, they look at ads from all these different providers, right? And they see which is the ad that's paying out the highest and show that one. That's typically what their optimization is. About which is higher fill rates, and we talked about theoretically high ACP ads. And the reason I say that theoretically is that as I said, they take the highest paying ad and show that at that point. So theoretically, highest paying ads means higher ACP ads. And however, because there's not much qualitative optimization and targeting being done, the click-through rates might be lesser. And if people are paying on click, that means the ACP actually goes down. So the disadvantage is, in this case, the broker in the middle has relationships with other ad networks, not directly advertisers. So they are dependent on third-party ad networks of filling all the advertising. For example, InMovie or AdMob, for example, hypothetically, they go down one day. What does this happen? What does this person do in the middle? They're dependent on your third parties for filling the ads, for serving the ads, all of them. So no direct relationships with other ad networks. I talked about optimization is not quantitative, purely on who's paying the highest, not contextual. That means if someone could be, it could be the highest paying ad, but people might not click on it. And then one issue that is more of a combination related, and developers should know about this, is that since they are working with ad networks, they typically only pay the publisher once they get paid from the ad network. So which means if an ad network is paying after 30 days, they'll pay the middleman after 30 days. And then the optimizer will then pay the publisher after 30 more days. So there's sort of, the cash flow can be an issue. However, this is something that I believe is being addressed by a lot of these optimization channels, and should be an issue in the long run. Example is a more complex model, you can check these guys out. More complex is probably the most popular one on Android. So mediation is, so mediation is very similar to an ad optimizer, ad exchanger, where there's multiple ad networks, again the same thing. There is a big difference though. There is no optimization happening. The mediation there does not do any optimization. So all they do is typically what you call mediate. So what they do is, say for example, I as a publisher, I'll set up priorities, that first I want to see an ad, or Android story. First I want to see in mobile. Second I want to see AdMob. Third I want to see junk ad. So they keep requesting ads for those. And say for example, they request an ad for in mobile first. If in mobile ad is not available, then they'll go to AdMob. If that's not available, then they go to junk ad. So they are purely mediating based on what ad is available. No optimization. They're not mediating based on payout at all. They're only based on what ad is available and giving more than that. High up your rates of course, since you're using multiple people or providers. What this does is, you know, even though you're using this data in the middle, you still are directly interacting with the ad network because in this case, you're managing your own accounts with the ad network and there is no signal that you're taking care of it. All that this technology does is basically make sure that your ads are flowing all the time. So you still have a direct relationship to your publisher with the ad network. You still have, you know, all the benefits that you would have a single ad network, but in this case, there are multiple ad networks. This is about which is, so how the amount is that this amount is here, is that if you're using an ad exchange for an optimizer, since they pay you and since they manage the relationship with the ad networks, you just have to handle one account, one person. In this case, since you have to sort of work with all the other ad networks, if I'm using six, I have to manage every single account. And I have to keep an eye on every single account when they want to pay me, what the impressions for that particular account are and so on. So that can be a little bit of an overhead and just kind of manage all these people. And no optimization, but, you know, optimization, optimization at the end of the day is a world that's very easily thrown around. I mean, honestly, there's not much optimization happening anywhere right now. So, you know, when mediation is, you know, they say that you don't optimize, you just fill it. And you have the flexibility of choosing who you want. So, example, you know, AdMob, which actually is an AdMob company, AdMob is one of the biggest ad network like it was, which I'm doing called by Google. So here's the question. Here, using a mediation layer, some kind of proxy in between. Who decides which network gets very first? You, the publisher. The publisher decides, I want to place a new movie first, I'm not set here or whatever, and depending upon the address, if the first one is not available, setting one becomes instant. You can check out the file in any one. It doesn't need an updated one. Moving on to sort of the ads, so this is probably the most awesome mobile advertising technique because here in this case, there is no third party. You keep all the revenue generated. You directly sell to advertisers. Forget about ad networks, forget about mediation layers. So the server, you have an ad server which either you build or you source and you go out and sell your inventory directly to advertisers. Of course, the advantages, highest revenue, no third party to share, private, you're doing all your advertising on your own. You have complete control about what ads get shown, when they get shown, the complete control about the quality of the banner, the creator, when and how it is, all of that. This is advantages, you have to have a sales team. So this is one, you have to have your own sales team and you have to devote your own time to coming from the agency, advertisers, advertisers, selling your inventory. So this only makes sense in the early stage. This only makes sense in the early stage. This only makes sense in the early stage. People are familiar with the Indian app ecosystem news fund. The news fund is a pretty popular app and they do their own selling. Which makes sense because they have so many impressions in India that for them to hire a sales team works out much better. If you're using an ad server that you build on your own, at the end of the day, ad networks and ad optimizers exist for a reason. And the reason is because they have the experience of building ad products. They have the experience of basically building cloud within optimization by selling on your own. If you're building your own ad server, you might not be able to achieve those optimization and targeting features that they have. And then subsequently, they click through with my deadline. So, question later. What is the number at which it makes sense? Good question. Good question. This question was what is the number at which it makes sense to start selling? I would think you need to have at least about one to two million impressions at a time to think about those moments. And secondly, depending upon the market in which you're selling, so if you're selling in India, you have to figure out what the cost of a sales person is versus what advertisers are paying. If you're selling in the US, it's different. So, at least one million impressions is the minimum threshold where you're going to start thinking. One million impressions are paid, so that means one minute ad of being shown inside your ad every single day. That's not an ad. An example is usually, as a publisher, publishers tend to build it on their own, which means a lot of the applications, others build it on their own. However, seeing this gap in the market, there are some new solutions coming out. There's a company called Mopaw who's doing it and it's telling ourselves they're going to come up with a solution where you can use our ad serving technology to power your ads. Moving to the post office, and hopefully, there's an ad to be for us. Sorry? For publishers, there could be an ad network. I can't use any of the ads. Yeah, sorry. But that thing, this thing, the last slide, which is for a publisher, that would be using the ad network. No, so you'll be using the ad serving technology, but still selling on your own. Oh. And slowly, as a Mopaw company who has this kind of solution, they'll charge you a technology basis. It's an enterprise-sale, basically. So you sell the ad to the advertising, right? But then how do you end up showing the ad on your ad? So you have to build your serving, right? So we take over that part, or Mopaw for example, takes over that part. So integration options. So, you know, a lot of times, you know, takeover, video advertising, there are six different ones and I'm running a little late, but I'll try and speed this up. The most common one is ban advertising, right? So ban advertising means the Kia motor's ad over there is a banner ad, right? It's probably the most common thing that we see, that we hear of. ECPM ranges from as low as 20 cents. Actually, it's even lower sometimes. I've just kept it 20 cents, so you guys don't be disappointed. And as high as 80 cents. And in some cases, a dollar or not over a dollar, but the range of ECPM for banner advertising is about 20 cents to 80 cents. Our advantage is that in any given app, at any given point, the highest number of available ads that you have is the banner advertising. Because you can just basically put something at the bottom of the screen and then keep rolling all the time. So, you know, to achieve one with an impression using banner ads versus we talk about some other things like video and some other stuff is much easier because, you know, it keeps going all the time and it's just there at the bottom of the screen. Users or people who are using your app are used to this kind of advertising from online, right? Online they're used to seeing banner ads on websites. So what we see is that the resistance to these kind of ads is lesser from a user perspective. Like, they don't mind seeing these ads. Obviously, all users pay tax. But this is probably one that because they're more used to developing fine clips. It's okay, I'll still use the ad. Disadvantage is ECPM the lowest because the ad is always there. It's a small ad. People click on it less. You know, at the end of the day because being a small ad people don't see it sometimes especially because, you know, not blended well within the app itself. So typically ECPMs will be the lowest across all different forms of mobile sort of advertising. And from my perspective, you know, one thing that all people don't think about is that it's taking away some valuable screen space, right? Where you could, you know, do so much. You know, you could do a little more with your app itself. It's taking away... So for example, typically a better ad is, I think, 360 by 100 around that. You know, correct me if I'm wrong, someone worked up, you know. Now that is valuable space that I could use for a product or something else. I mean, think about mobile screen at the end of the day is a small screen and whatever app you're building, you want to utilize every single part of the screen to the most that you can. So that's something that most people don't think about but I always wonder, you know, even when I work with developers I advise them that, you know, banalize some screen space. So we kept it in our user. The best practice is to not show them during any kind of interaction. That is the number one mistake that angry birds handle every day. It was so annoying to use that thing because when you're shooting your bird there's an end on top of the corner. And I mean, I was just saying that I had to keep switching. It's my constitution gets disturbed and I can't pass the level. And that means a lot to me like the passing of angry birds. So, you know, don't show it during like the game is being played or, you know, it's like a lifestyle app. For example, you're watching a video or you're checking out a video or on Facebook, for example, imagine if you were scrolling through pictures and there was an arrow down. It would be so annoying. So don't show it when the user actually engaged with your thought of whatever it is. What was the thing that really works best? I don't know why. I can't answer that but usually it does. Again, I think people are just used to it over the period of time now. Refresh rate means, you know, if a person is stuck on the same screen, how often should this banner actually keep changing? Usually we see that every 30 to 60 seconds you should change the app. And depending upon what provider they're using like an ad network, ad optimizer, they provide these options where, you know, you can keep switching your apps every 30 to 60 seconds. And that's usually you see the optimal rate because people, you know, see a new ad after a certain point of time and along with that it gives enough time for them to see this particular ad is free. Now I'm going to click on it and then we'll have to click on it now. Yeah. Suppose you have only three, CPM model. Right. So what's the problem about changing your ad every once in a while? Say I don't get more interested in the CPM model. Yeah, but every once, that's true but you don't know if you have a CPM model, right? Unless you start directly. When you're using an ad network, I'm going to tell you the premium CPM CPC and tell you what the effect of CPM is. Okay. So you don't click it before that? No. Keep that 30 seconds depending upon how much you've paid what you've seen is optimal 30 seconds. And ad network doesn't tell you that this ad is CPC, this ad is CPM. Okay. And if you're selling it directly also, you go to an advertiser and tell them that every one second I'll refresh it. They'll be like, no boss, I don't want to interact with you. It'll be like keep it for at least, you know, 30 seconds. So like your computer ad networks, you don't specify the model before an ad is CPM or a pure CPC? The ad network won't add you if you're using an ad network. They'll tell you it's a mix. If you ask them to pay accounts, they'll give you some pay accounts so those won't make sense. And if you're directly selling the advertiser going to pay on whatever basis, they'll say, they'll check it out and if they see her I'll refresh it one second. It'll be like, what's the problem? Yeah. Does any of these agencies, I mean, the ad networks or the intermediaries, do any sort of qualitative analysis on the ads? Ad networks. They do. So ad networks, what they do is, that's one of the advantages of that. What ad networks do is, you know, they actually have some qualitative analysis where they try and do some user analysis, right? They have worked daytime in some places and if the ad network is really big, they've been selling ads on the same device for a very long time. So say for example, in any movie, if you are a publisher and you release your ad and your ad is dealing with 100,000 people, the chance that any movie has some ads is 100,000 people before is pretty high through other ads, right? So they have an idea of what people take on, maximum. So based on that, they can optimize it. Can they do any recommendations to the sellers? Recommendations to the advertisers? Yeah. To the advertisers. Recommendations like how you should build a creative for the ad? Right. Yeah, sure. Advertisers and advertisers work a lot on that. How do the advertisers work on that? Using an ad network in movies or whatever, there's a lot of advantages on the qualitative side. Where they do a lot of analysis because that's their strategy, right? Because they are getting to brand dollars or from advertisers. So they want to try and get that the best buck for the product. Okay. Okay, thanks. This is an excellent application. So the next one was interstitial advertising, which is basically a first thing at it. So, you know, you'll see that when you open the app, you'll see your full screen ad. EZPM's a higher, obviously, you'll see an ad in your full screen. That means people are going to pay higher for a click. There will be more chances that people will click on it. So it starts at 50 cents, very low range, but commonly you get about a dollar EZPM with your showing full screen ads. And someone talked about quality, so usually full screen ads are very good quality because, you know, it's showing on a full screen so usually people work on it whether it's ad networks or advertisers or you, you'll probably work quite a bit on making sure the ad actually looks good. And it does not take a bit purring the experience or like I know, right, this is not purring when you're playing the app. This is actually more, I'm going to buy it's more intrusive, but at least it doesn't take a bit purring in your interaction. This advantage is obviously it's annoying, right. I mean, when, as a user, if I'm going to my app and suddenly I see a full screen it's more annoying than a band-aid. That's why, there's a lot of signage when you should do this. So what I have seen work best is, do it during transition screens. So by transition screens, say for example, a user finishes the level of a game and before going to the next level, show this ad because that's kind of a break for them also. They're taking a break, moving on to the next level. So they have, you know, more of an attention over there to see an ad and they won't get annoyed because they're like, they're going to take a break and move on to the next level. Second one is, another example of that is, I'm guessing most of you are familiar with World of Friends, right. World of Friends is one of the most popular mobile games in the world right now. So what they do is, they show an ad once you submit your word, right. So you're playing with someone else. You submit your word and after that you have to wait for the other person to play the word. So in between that they show you an additional ad and that has been one of the, do not announce these kind of advertising when you're just launching the ad because then users will like, oh, there's so many ads already. I don't want to see so many ads. Once your user base is established, once you have a certain number of users in the market, right, then, you know, it's not entirely these kind of options. Choose that part and extra carefully. Very important because you're, it's a posting ad that means you want to make sure your network, optimizer, whoever you're working with is reliable, dependent and they can show good quality ads because this actually adds to your product experience also. It's showing in the middle of a screen, that means, you know, if the quality is bad then people will think your app is bad. If the quality is good then it gives some credibility. And this is something that my friends at Beesol will disagree with but I don't like to show ads right upon an ad launch because that's putting something right out there, typing the face to the user a little before he's talking to my students. That works for some people, it's up to you, but that's more of a personal opinion that I don't like but as soon as the user launches you have to show an ad to them. And inclusive, it's up there, you put another level and wait for that to actually get involved with that and then, you know, show an ad after that. Just speed up a little. Video advertising, similar acquisition but instead of a full-screen static ad you'll see a full-screen video start playing. ECTMs, again, much, much higher on this end. $6, $10 for each video ad you tend to show. This adds even more to your credibility of the ad because the quality of the ad is so good. If you show video ads people think, which TV type ad is being shown, that means just much to your very good ad. So, for the extra credibility there's not a good ad experience going on. The most experienced, the most disruptive experience, the most annoying experience, I have heard people saying that it's annoying to a level where I've been leaving the ads sometimes which is why the best practice is even more important over here. So, one of the things a lot of people do transition to do is to catch the number of video ads shown per user per day or week. Which means do video advertising but don't show more than two video ads, three video ads for a week or a user. That way you're still monetizing that and you're still getting the high ECTMs and you're making sure that users are not getting too many ads and you're not getting annoying too much. That's one thing that's worked quite well for a lot of people. And the last point is a lot of times some people that really did video ads is that they'll put an ad video ad and you have to click play on it to start playing. I mean users have to at least see what do I do. So auto start which is say they clicked on next level the ad should start playing usually. That's usually worked best. So people to see the app and get on with it. Offer based advertising so many of you have heard of decentralized installs or the water installs. This is probably the highest or the best form of monetization where you essentially give an offer to the user to click on an ad or do something with an ad and in return you give them something which will benefit them in the ad. Typically this is a games model where for example if a farmer was building an ad right they would be like download this app and get 10 crops free or something like that. So that's something that works best. IHTC PM as you can see $15, $25 because people love getting offers and downloading stuff to get free stuff. I can't see any particulars of monetization plus users actually really like it. They want to get these ads. They want to click on these ads because that means they're going to get more points for it. Sorry? When I think okay it's about the advertiser. Yeah the advertiser is a separate and this is not necessarily the advertiser but we are talking about how to make a post for money. But can you actually give this app download? App download is a win machine and app download is also the quality of users because they're actually on downloading they have to get their points whether they actually go back to the advertiser I don't know we have a conversation about that and best practice I talked about typically gaming model but a lot of non gaming apps have also been successful doing it offer anything you want the best example I saw was one guy offered click on this ad to remove ads and not only that click on this ad to remove ads for one week that means every week I was created very I would say with a genius you might want to do this anyway you don't want to do it so you know that's offer anything I mean ads remove ads or I don't know anything that we have to offer so don't know anything as a gaming model another cap the number of offers for user per day because you have the list of just giving too many offers away and that might actually end up just overloading the user so I would recommend cap the number of offers some people do very complicated offers that download this app and get to the third level and play it for five minutes that's like you ask me to use your room go to 10 minutes you play and come back to the ad keep it simple download an ad watch a video click on an ad those are simple offers that you don't understand so you have to wind up ok you don't have to resist for one minute push ads are basically you there's a couple of ads where you integrate do push notifications to display ads to users so it will actually not be inside your ad it will go inside the notification trade good eCPMs very disruptive however because not only have I seen ads inside your ad now you have to show the ad outside my app also in the notification trade high risk of user deleting the ad again if you want to do it which I would recommend doing it do it only once every week or once every time period don't do it every time it actually gets annoying and one of the strategies make it opt in when your ad can basically provide an opt in solution where it can be like I want to receive push notifications and if they do that for ads then that means you're conversion to the other feature based advertising and basically advertising where you integrate ads as a feature so commonly this would be like a more ads button so you'd have like a screen and do say more ads a user can go and download the ad high eCPN is actually about one risk is that typically the screens are promoting other ads very a lot so the risk of using your users is going to some other ad so what do we do this is provider I would recommend don't use only one use multiple whether it's ad exchange or mediation personally I prefer mediation because I think I would like to manage how ads are but ad exchange is also work well and that ensures the affiliates of ads and if you're big enough no doubt sell it at the someone asked the question of when you start doing that it's up to you to judge but selling it at the means you're not sharing the pilot and what indication do you use do everything I'll I'm running out of time but I'll show you after this we can talk about some ads which basically implement every single one of those features I told you are very critical the valid ads takeover ads video ads push ads feature page types and offers monetizing every single thing and as long as you follow those best practices that I talked or are available that developers talk about you will be able to monetize and detail users and I think this picture I explained really well I didn't make it about just on it somewhere monetization just like user acquisition on the other side is a science you have to measure every single day on top of that and I think that should be it sorry to remove it any questions then I'll give you a little thanks