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From the Burden of Waterfalls to the Benefits of Bidding (Presented by Facebook)

Mary Kim  (Head of Growth, Game Hive)

Phil Suh  (Senior Director Ad Monetization and Product, Zynga)

Amit Bhojwani  (Regional Lead, Americas Publisher Sales)

Date: Wednesday, March 17

Time: 11:50 am - 12:20 pm

Track: Business and Marketing

Format: Partner Session

Vault Recording: TBD

Audience Level: All

In recent years, an increasing number of publishers have come to realize the shortcomings of the waterfall method and have embraced app bidding instead. In a recent report by Facebook Audience Network, The New Era in Ad Monetization: How App Bidding is Transforming Businesses, publishers have experienced up to a 27% increase in average revenue per daily active user (ARPDAU) and reduced time spent on ad operations by up to 50% by moving from waterfalls to bidding.

Simply put, the automation provided by bidding frees up valuable time publishers will need to focus on industry challenges in 2021.

This session will outline:

  • Why the time for bidding is now—and the steps publishers can take to get there
  • How bidding positively impacts publisher revenue and drives operational efficiency
  • The impact of Facebook Audience Network’s move to exclusively use bidding to fill ads in iOS apps and what publishers can do to prepare for identifier for advertisers (IDFA) changes


  • Bidding helps maximize ad revenue and improve business efficiency so publishers can spend more time building great games.
  • Bidding is the future for app ad monetization and publishers should prioritize this for 2021.
  • Facebook can support your efforts to adopt bidding and maximize its benefits for your business.

Intended Audience

Business decision makers, Ad Monetization Managers