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What’s your monetization strategy? – Windows Developer Blog

Selecting how to monetize your app is a big part of any development process. Different kinds of apps can have very different opportunities and needs—so your monetization strategy can inform not just your business model, but your app’s final design, content, and code.Microsoft Store offers a variety of different ways to add monetization to your app. Here’s a quick breakdown of our 4 biggest earners and how they can work for you.

Charging an up-front base price is a one-time transaction: you offer a product and the user pays for it. Microsoft Store allows you to change your base price at any time, in any market, so you can always experiment with your numbers and see how your target audience responds.
A general rule of thumb for setting a base price is to scope out the competition. Once you know what the market has paid in the past, you can set a price point for your own unique product.
You can see from the data below that charging a base price is the most used option in the Microsoft Store for apps.

In-app purchases are microtransactions that allow customers to purchase additional content within an app itself. These small fees can build up to big returns—a Gartner Research report revealed that customers will spend 24% more on in-app purchases than they would to buy an app outright. Once a customer sees value, they have an incentive to pay.
Content is king for in-app purchases. The more your customers use or enjoy your app, the more likely they are to purchase new content that is bigger, better, or simply more.
In-app purchase is the most chosen method to monetize for games within the Microsoft Store, as shown below.

With subscriptions, customers pay a recurring, scheduled fee to access your app. You select the amount, the schedule, and if it covers your entire app or applies to digital products within your app, like features or content.
The subscription model is ideal for apps that offer continuous content and services. In addition to a reliable revenue stream, you also gain access to a quantifiable base of loyal users.

Mobile advertising is one of most profitable app revenue models for developers with native, banner, and interstitial formats heading the list.
If you elect the ad route, include your designers so they can fold your advertising formats seamlessly into your app experience. You can find test ads and more information on best practices here.

No matter which monetization strategy you choose, be sure to check out how you get paid. Comment below on which monetization strategy you’re using!

Publishing times for Microsoft Store just got faster! – Windows Developer Blog

Updating your Microsoft Store listing is the best way to let customers know more about your app or game. You might want to update the description to call out key features, or add new screenshots and video trailers to help your customers see what your product does best. At times, you may also want to update your app’s or game’s price, either on an indefinite basis or as a limited-time sale to entice new customers to make a purchase.We’ve heard your feedback that you’d like to be able to see these types of changes in the Microsoft Store sooner. We’ve been working hard to improve our publishing times, and we’re pleased to announce that starting today, submissions that make these types of changes without updating packages will be published faster than ever before. After these submissions go through the certification process (which is often completed in a few hours but may take up to three business days), these updates will be reflected in Microsoft Store in less than one hour!
It’s important to note that updated app packages that you submit to Microsoft Store aren’t affected by these improved processing times, so it could still take up to three business days before submissions with updated packages are published in Microsoft Store. (If no packages are updated, the changes should be published within the hour after the certification process is complete.) If you ever experience a delay of longer than three business days for a submission to be published, we encourage you to contact support so that we can investigate.
Note that when publishing a product for the first time, we recommend submitting at least three days before you want your app or game to appear in the Store. For more precise release scheduling, you can use the Schedule section of the Pricing and availability page when you create your submission to specify a precise release date and time (in UTC or in each local market’s time zone, with the ability to use different dates for different markets if desired).
We hope you’ll find the publishing time improvement makes it easier for you to adjust your pricing quickly or get updated listing details in front of your customer base more quickly.

Announcing the General Availability of Native Ads & Preview of Microsoft Ad mediation for Android developers

It has been about an year since the last Microsoft Build conference where we announced the Microsoft ad monetization platform – a server-side ad mediation platform from Microsoft that helps app publishers & web sites to maximize their ad revenue globally through innovative ad experiences & one stop shop integration, analytics & payout experiences in Windows Dev Center. It’s amazing to reflect on the progress we’ve already made in partnership with the developer ecosystem & Microsoft 1st Party publishers like Xbox, Xbox Casual Games and Mixer. We are happy to share several new and exciting announcements for the developer ecosystem to accelerate their monetization opportunities.
Windows developer ad monetization progress report
One of the key promises of the Ad monetization platform has been to help improve ad yield i.e. revenue per impression. Better Ad yield is a function of advertiser ROI i.e. advertisers bid more if they see higher value for the impression. One of the ways to improve the yield is through diverse set of advertisers participating in the bidding process. We’re happy to report that we have added many high-quality ad partners (typically these are advertising platforms where many advertisers bid on inventory) such as Taboola, Outbrain and Revcontent to serve demand on our ad inventory and have more ad partners across key markets participating in the upcoming months. Thanks in part to this, we are pleased that the total developer ad revenue for the July-December period has grown by 35% YoY. Ad yield for Windows developers on the UWP platform has more than doubled over the last year due to addition of strategic ad partners as well as our programmatic evangelism efforts like creation of the Windows Premium Ads Publisher program etc.

Figure 1: Ad partners that currently serve across ad formats for UWP developers
We are also very excited to announce the addition of a new ad partner, called “MSN Content Recommendations” to deliver Ads on banner and Native placements. Users will get to see Ads with rich content from MSN across several different verticals such as finance, health and fitness, lifestyle etc. The addition of this Ad partner will further help improve the fill rates for banner ad content toward 100%.
Competition between Ad partners augurs well for developers as there are more contenders for delivering quality ads, automatically improving yield for developers in the marketplace. We have made noteworthy progress with our machine learning algorithms which optimize every ad request in real time to maximize revenue for the developer. For every ad unit that is set to “Auto” optimization, we send each ad request to the most optimal configuration of ad networks chosen based on the app in context, user and device signals and past performance of each ad network on that ad unit. We’re happy to note that our improved algorithms have generated a 20% improvement in Ad click through rates and 15% improvement in RPM (revenue per thousand impressions) compared to the prior model.
Interstitial banner is an ad format that highlights the advertiser’s message more efficiently and has a higher engagement from users, leading to greater clicks and higher revenue. With the introduction of interstitial banner support in July 2017, we have seen high eCPMs for developers who have adopted this ad format into their apps. We added support for Revcontent since then and will be adding few more partners such as ‘MSN Content Recommendations’ and Undertone in the coming weeks.
Native ads:
We introduced support for native ads in the Microsoft Advertising SDK as an invite only preview program for game publishers & other app developers during /build 2017. During this phase, we added several native ads partners such as AppNexus, Microsoft app install ads and Revcontent to serve on the native ad placements. We are working actively to bring additional demand partners such as MSN Content Recommendations and Taboola in the coming weeks. These efforts will pay off for improving the yield for developers that build modern applications monetized through native ads.
Today, we are happy to announce that we are exiting the pilot phase and the Native Ads experiences are generally available to all developers.
One of our leading developers, PicsArt, who had been participating in the Native Ads pilot, had this to say about their Native Ads development experience:
“Implementation of Native ads was a smooth and seamless experience. From creation of ad unit to it’s addition in the application was easy and made clear with the help of the comprehensive documentation.”— PicsArt

Figure 2: A Native Ad from the PicsArt Photo Studio application
Universal user acquisition & engagement platform enhancements
We are happy to announce new set of capabilities to enhance the user acquisition and engagement capabilities in the Windows Dev center.
1) Acquire Users outside Microsoft Network: All the ad campaigns that you created up until now used to serve on the Microsoft’s 1st and 3rd party app and web properties as depicted in the picture below. However, some developers may have specific requirements for high volume of acquisitions or may be looking for very niche audience segments. Starting today, such ad campaigns by default will start serving on external websites and apps running on Windows 10 in addition to Microsoft internal ad surfaces. This feature will help developers find millions of users who can potentially download/use their app outside Microsoft’s 1st and 3rd party ad surfaces.

Figure 3: Difference between existing and new ad display surfaces
2) Video App Install Ads: We’re also announcing the beta program for video app install ads product where developers can use video ad creatives along with the banner/interstitial formats that we already support. We have seen amazing results with the top developers while running tests with CTR’s of around 5% when using video creatives which is almost 20X of the banner creatives. Though in beta, the program is open to all with campaign budgets higher than $10,000 and pricing of the video creatives for the first three months starting today will be $0.40 per thousand impressions. Post the promotional period, video rates will match with the industry averages for respective markets and will be auto-tuned by the ML algorithms to get the best cost per install during ad auctions.
3) Notification Analytics: Targeted push notifications are getting enhanced reports where the only available metrics were related to delivery rate and app opens until now. We will now give detailed reports for targeted notifications including positive clicks in the form of click through rate [CTR] and counts of actual actions by users on the notifications like click/dismissal/snooze/decay etc. Below are a few sample reports of the latest experiences that you will see in the notifications page starting today.

Figure 4: New notification metrics in the Windows Dev Center
Ad Viewability reporting in Dev Center
Advertising industry is moving towards valuing viewable impressions rather than just impressions delivered. Advertisers tend to bid higher for viewable impressions as they have an increased chance of their ads being seen by users.
We are happy to announce that you will now be able to measure the viewability of each of your ad units in the Dev Center Ads Performance Report.  The new ‘Viewability’ metric indicates the number of viewable impressions for every 100 ad impressions delivered. This metric allows you to determine the quality of your ad slot and allows you as a developer to make informed decision on ad placement in your app.

Figure 5: New Viewability Reports on DevCenter
For more information on the rules used to classify an impression as viewable and tips to increase viewability on your ad unit, please refer to MSDN.
Microsoft Ad Mediation platform for Android
We are excited to announce the preview of Microsoft Ad mediation platform for Android developers. This will bring in all the goodness of the Microsoft Ad mediation Platform to the benefit of existing and new Android developers. We have many exciting capabilities including iOS & Web Ads SDK planned later this year. Learn more about current features through our documentation and code samples.
Microsoft Ad mediation platform for Android developers brings the same mediation and optimization capabilities that are available to UWP app developers today. Also available are all the same premium Microsoft and third-party ad partners that are currently serving on UWP publisher surfaces.
This platform is open for all Android app developers and publishers and not just for developers registered with Windows DevCenter. Please reach out to us if you are interested in this platform and augment your Android apps with additional Ad revenue today.
Also read:
Below is a list of capabilities that we released over the past two years which can potentially help in your journey of ad monetization and user acquisitions. Do give them a read!

Area

Blog

Ad Monetization

Understanding the ad mediation configuration in the Microsoft ad mediation service

Announcing Microsoft’s Ad Mediation Service

Monetizing your app: Set your COPPA settings for your app

Earn more money by moving to the latest advertising libraries

Monetize your app: Know the user to serve better targeted ads

Monetizing your app: Use interstitial banner as fallback for interstitial video

Monetizing your app: Advertisement placement

Monetizing your app: Use Interactive Advertising Bureau ad sizes

Announcing the Windows Premium Ads Publishers Program

Best practices for using video ads in Windows apps

User acquisition & engagement

A complete user acquisition & engagement platform

Go Universal! Now your ad campaigns can reach users across Microsoft premium surfaces like MSN, Outlook and Skype

Make App Promotions Work: Acquire & Re-engage the Right Set of Users

Promote your App – Anywhere. Anytime.

Announcing new Ad Monetization policies and updates to Ad unit management UX

Today, we are announcing new policy around ad unit decommissioning, user experience updates to manage active/inactive ad units, default policies around Ad network enablement, and changes to the Ad impression measurement methodology for Windows apps. You may be impacted if you are monetizing using Ads on your Windows app leveraging the Microsoft Advertising SDK (UWP or 8.x apps).
1) Auto enabling new ad networks for Manual ad units on UWP apps
Our team continues to evaluate and onboard new Ad networks to improve yield and offer better variety of demand (formats, market specific demand) for our publishers. Today, when a new ad network is onboarded to our system, UWP ad units that are configured with the ‘Manual configuration’ option do not benefit from these networks as they are not automatically turned on for the Manual ad units. We will be making a change over the next few weeks to turn on any new ad networks by default for all our UWP ad units independent of the Manual or Automatic configuration. For ad units in the Manual configuration, since the ad network waterfall configuration is determined by publisher’s choice, these ad networks will be added to the bottom of the waterfall order. The publisher can then make necessary changes to reorder or opt out of the ad networks as necessary. As always, our recommendation is to choose the ‘Automatic’ ad unit configuration to benefit the most from our platform’s yield maximization capabilities. 
2) Policy updates around decommissioning of Ad units
We are implementing an ad unit decommissioning policy wherein an ad unit that hasn’t generated any Ad request over the last 6 months will be subject to deactivation and deletion. We don’t expect active apps to be impacted since we look for a prolonged period (6 months) of ad unit inactivity before we deactivate. However, there may be exceptional circumstances where you may be affected. For instance, if you created an ad unit several months ahead of app deployment time and trying to use this ad unit as your app goes live. Or, you are trying to reuse an existing ad unit from your previous inactive app into your new app. Recommendation in both cases is to use newly created ad units instead of reusing an existing one to avoid potential Ad revenue loss.
Along with this policy announcement, we are making changes in the Windows Dev Center dashboard to make it easy to view active and inactive Ad units. Ad unit state is identified in a separate Status column; in addition, you can choose to view just the Active or Inactive ad units by choosing the appropriate filter on the top of the page.

3) Transitioning to Standards based Ad impression measurement
Standards based Ad impression measurement requires that the ‘Ad must be loaded and at minimum begin to render’ to be counted as a valid impression. For Ad networks that are relying on other methods such as server based Ad impression counting, we are making changes to gradually migrate all our Windows app ad units over the next few months closer to Standards based measurement. More specifically, the impression counting will rely on techniques such as firing an ad network impression beacon upon starting to render the Ad on the client. This is done to better adhere to the IAB standards around Ad impression counting and to be fair to the advertisers. This will also benefit apps that are striving to do right by making sure that Ads are rendered on the client and are viewable.
If you are following standard guidelines put forth in our documentation and recommendations from earlier blogs on how to design the Ad placements in your app, you should not see adverse impact on your Ad monetization. However, if your app is designed in a way that interferes with the rendering of the Ad, you may see a negative impact on your App Ad revenues. For instance, if you are placing an Ad in a UI dialog box that can be easily dismissed by the user before the Ad gets a chance to render or your app is pulling Ads on a background thread, these Ads that previously were possibly counted as valid impressions will not be counted in the new standard. We strongly recommend you to evaluate your app for such practices and actively fix these issues to minimize impact to your Ad revenues.
Please reach out to aiacare@microsoft.com for questions or comments!

Ad Monetization Tips: Maximizing your App Ad revenues for the holidays using the Microsoft Ad Monetization platform

Did you know that app developers make the most money from Advertising during the holiday season than at any other time of the year? Advertisers spend huge sums promoting their brands through Digital Ad campaigns during this period.  Are you ready to take advantage of this and maximize Ad revenues for your Windows apps this holiday season?
If you haven’t already,  join the tens of thousands of Windows app developers using the Microsoft Advertising SDK and the Microsoft Ad Monetization platform as their Ad monetization solution. Integrating the SDK into your app is straightforward and you should be able to get up and running in just about a day. The Microsoft Ad Monetization platform provides higher fill rates and better eCPMs on a variety of Ad formats including Banner, Native and Interstitial Video Ads. The platform uses Machine Learning to maximize App Ad revenues by selecting the potentially highest yield Ad response on every Ad request. Also, with a single integration to the platform through the SDK, you get access to the growing portfolio of our Ad network partners such as SpotX, Smartclip etc. without making additional code changes when new networks get added.
If you are already using the Microsoft Advertising SDK for Ad monetization, here are the top five tips to maximize Ad revenues for your apps for the holidays.
1. Check the placement of your Ad in your app (link).
Placing the Ad in the right place on the app increases user visibility and click performance of the ad unit, which directly improves monetization. Advertisers are likely to bid higher if the Ad viewability scores are higher for your app. Optimize for viewability and clicks and see your revenue increase.
2. Switch from ‘Manual’ to ‘Automatic’ in Mediation settings for your Ad units.
By choosing the ‘Automatic’ option, you let the Microsoft Ad Monetization platform choose the best mediation settings to maximize the yield for your app. This is done using Machine learning algorithms that take into account several app, user and environment features to pick the optimal order of Ad networks to maximize Ad yield.
3. Use interstitial banner as fallback for video (link).
Video ads are a great way to monetize but when a video ad request is not converted into an impression, a great option is to use Interstitial banner as a fallback and make the most of the opportunity to monetize that ad space.
4. Check your app’s COPPA settings (link).
If your app does not target children under 13, then Targeted Ads are a great way to maximize your Ad monetization potential. Incorrect classification of your app as ‘directed at children under the age of 13’ while in reality it is not, can cause Ad revenues to drop as the Ads returned in this situation are not targeted/relevant. Also, Ad requests for such apps are not sent to Ad networks that are not COPPA compliant, thereby causing Ad fill rates on your app to drop.
5. Consider using high yield Ad formats in your app.
Have you considered adding in support for Ad formats such as Interstitial Video (link) and Native Ads (link) in your app? These richer Ad formats have higher yield than standard banner Ads and can make a considerable difference in your App Ad revenues especially during the holiday season.
Implementing these very simple steps is a great way to ensure you are maximizing the Ad monetization potential for your apps and setting yourself up for higher Ad revenues during this holiday season!

Check out the new In-app ads dashboard in Windows Dev Center

We are happy to announce the new Monetize -> In-app ads section in Windows Dev Center. This is your one stop shop to create and manage the ad mediation settings of your UWP and Windows 8.x ad units.
You can find the In-app ads section under the Monetize section in the left navigation. On choosing this option, you can view your in-app ads dashboard that lists all your ad units, along with additional details such as application name, ad unit type, mediation settings, etc.

On clicking the ‘Create ad unit’ button, you will be taken to a new page where you can specify the ad unit details, configure the ad mediation settings for the ad unit and submit. The ad unit will then appear on your in-app ads dashboard.
Do note that you no longer need to start a submission to be able to create an ad unit – simply reserve your app name and you will be able to create an ad unit for it.

If you wish to change the mediation settings of an existing ad unit, simply click on the ad unit, change the settings and save.
For more information on these new experiences, please refer to this article.
We hope you enjoy the new experience! Please send your feedback to aiacare@microsoft.com.

Announcing the Windows Premium Ads Publishers Program

As part of our continuous efforts to help Windows developers monetize better through ads, we are very excited to announce the launch of the Windows Premium Ads Publishers Program – a curated collection of ad enabled apps that are best in class in terms of usage, engagement and experience. These apps use one or more ad formats from among banner, interstitial banner, interstitial video and native ads to monetize. There are more than a million apps in the Windows Store and these premium apps represent the best of inventory that advertisers can target for the highest ROI on their campaigns.
Apps in the Windows Premium Ads Publishers Program satisfy a wide range of criteria, from having a minimum guaranteed daily ad request volume to maintaining high viewability standards, not having any fraudulent activity in their apps and following IAB standard ad sizes and placement methods. These are top apps and games with a globally distributed audience that is highly engaged, have identifiable users and are viewability certified​. The full list of qualifying criteria is as follows:
Minimum guaranteed daily ad request volume
High viewability rate for impressions
Good quality clicks contributing to a minimum CTR across all ad formats
Only IAB standard ad sizes and no hidden ads
Clean placement of banners – not adjacent, no using ad units across multiple apps
Clear defined user flow to the point where the video and/or interstitial banner ad is shown, no pre-caching
Controlled ad refresh behavior so that the ads returned from the mediation server are always played
Great Store presence with clear app descriptions, high fidelity screenshots and icons uploaded to the Store along with a video trailer (preferable)
How do apps become a part of this program?
Apps that meet the qualifying criteria are put through a rigorous manual review process to check for a smooth, well defined user experience and to make sure ads are well placed to avoid unintentional clicks. Apps that clear both the automatic and manual screening process are then added to the program.
Can apps get removed from the program?
Apps in the program are monitored on a frequent basis to ensure they continue to meet the qualifying criteria. Make sure the app usage does not drop significantly over time to sustain a minimum daily ad request volume – a great way to do this is by running regular promotions.
Can a developer provide additional marketing material to showcase their app in the program?
Any content uploaded as part of the Store submission is automatically used to showcase premium apps. In addition, if you would like to use more app or game screenshots, game trailers and rich descriptions, please reach out to aiacare@microsoft.com.
Advertisers from all partner ad networks can identify these apps separately and serve premium, high yield ads exclusively on these apps. The pool of apps in the program are continually reviewed to ensure they meet the quality bar and new apps that qualify are automatically inducted into the program. Early results have shown very promising improvements in ad monetization yield for apps in the Windows Premium Ads Publishers Program. This is currently an invite only program and merely meeting the qualifying criteria does not automatically entitle an app to become part of the premium program.
Developers who are interested in knowing more about improving their app experience to qualify for the program, please reach out to aiacare@microsoft.com. Details regarding the program are available here. To learn more about enabling ads in your apps using the Microsoft Advertising SDK, read the article here. More announcements coming very soon in this space!

Best practices for using video ads in Windows apps

Interstitial videos are a highly engaging ad format that, if used right, have much higher monetization potential as compared to more traditional ad formats. Interstitial videos are typically 15-60 seconds long and take up the full screen space, getting the user engaged in the brand or app being advertised and result in much better conversions compared to standard ad formats.
Here are some do’s and don’ts for using interstitial videos in your app for maximum yield:
DO’s
Have a clear user experience defined in the app or game to the point where the video ad is shown – Since the video ad overlays the app screen completely, it must be used with caution and should never disrupt the user during game play or app usage. Typical examples of usage of interstitial ads are in between game levels or switching to a new tab in a content app.
Set the ad unit mediation configuration to ‘Automatic’ – This allows Microsoft to determine the best waterfall order of ad units for every incoming ad request, giving developers maximum revenue potential from their apps.
Maintain good viewability of the video ad – The Media Ratings Council defines video viewability as, “At least 50% of the pixels in the ad are on an in-focus browser tab on the viewable space of the browser page; the pixel requirement is met for at least two continuous seconds or more at any point in the ad.” Many advertisers only pay when the impression is viewable, for better yield and to avoid fraud. Make sure that when you display the video ad in your app, it plays fully and is not hidden under any other screen in the app.
DON’Ts
Pre-caching for long time periods – Video ad demand is transient by nature. An ad that is available at a given moment may not be available to play a few seconds later from the same ad provider. Given this, app developers should minimize the ad pre-fetch to less than 8 seconds before they are ready to display the ad in the app.
Fire multiple requests repeatedly – In case of a No Ad response, it is recommended that the developer should not fire multiple ad requests constantly. By firing multiple requests and not showing an ad when available, the ad unit becomes more likely to get marked as low quality, further decreasing the chances of getting an ad in the future. Make the next ad request only when it is aligned with the user flow in the app or game and you are ready to show an ad again.
We are working closely with our partner ad networks to bring the best demand to Windows apps and improve fill rates and monetization for our publishers. To know more about adding video ads in your apps, read the article here. Stay tuned for more announcements in this space!

Understanding the ad mediation configuration in the Microsoft ad mediation service

We announced the general availability of the Microsoft ad mediation service in May 2017. The federated cloud based ad mediation service is designed to help app developers maximize their ad revenue. In this blog post, we will go deeper into the mechanics of how a developer can configure their ad network choices to achieve the best possible yield.
Configuring mediation for your application
Developers can setup ad mediation in the Windows Dev center for their ad enabled applications. The ad mediation service mediates ad requests between a plethora of ad networks. The mediation configuration UX in the Monetize with Ads page for an application provides the developer control over managing the mediation configuration for that application.

Microsoft optimized configuration
The default option that is selected is for Microsoft to choose the best mediation settings for the app. This allows the machine learning algorithms that we employ to make ad requests to the best possible available ad networks to ensure highest yield for the developers.
The yield management algorithms use a mixture of User Profile (Age/Gender, Behavioral​ Segmentation, Location​, Time of the day, Day of the week​, Ad Engagement Rate​), Publisher quality score (Ad Size, Ad Format, Ad Placement​, Similar Apps, Category, CTR​, Viewability Signals, Quality Score) and Historical data score (Historical CPM, Historical Sell-through Rate​) parameters for their computation.
The machine learning algorithm looks at various parameters to compute the waterfall order of the ad partners that would get the maximum yield for the application developer.
It is strongly recommended that developers choose this default option for maximizing yield for their ad enabled apps.
Manual configuration
A developer can also manually configure the rank order of the ad networks to serve ads on a given ad unit. These selections can be done across all markets or can be customized for specific markets. When the option for letting Microsoft choose the best mediation settings is unselected, the list of available ad networks and their order is shown. The developer can play around with these settings and set it up to their desired values, including setting specific order for different markets. They can also remove ad networks from the waterfall by toggling the ‘Active’ checkbox in the configuration UX, as shown below.

If you notice the choice of networks here, you can see the presence of both paid and other (non-paid) ad networks. The percentages indicate the percentage of times the ad request will be sent to the ‘type’ of ad networks first. The percentages allow for the developer to allocate between paid and non-paid ad networks. This gives them flexibility to play with the type of ads being shown based on their requirements. For example, if a developer wants to use a given week to just promote their app, they can mark the paid ads to 0% and non-paid House and Community ads to 100%.
In the above screenshot, the ad request would be sent first to the other ad networks 30% first before it would be sent to the paid networks. If the developer does not have any House or Community ad campaigns setup, no ads would be returned for them.
Although it is recommended that developers use the Microsoft optimized configuration option, there are a few advanced scenarios in which a developer would choose to go with a manual configuration:
The developer wants to exclude a few ad networks from serving
The developer wants to tweak the ratio of paid and free ads
The developer wants specific configuration for different markets
The configuration can be changed once per day and takes a couple of hours to take effect. Developers can learn more about configuring their ad unit for optimal yield here.
Examining the performance of the various ad networks in the Analytics page can help the developer choose the method of configuration for their ad networks.
We hope this gives you insight into how you can use the ad mediation service to increase your yield. Please let us know if you have any questions or comments!

Using your ad units correctly when you have multiple store apps

As we had blogged earlier, ad unit performance has a direct correlation with the application category and the users targeted by the application. Having an ad unit associated with multiple store applications leads to ambiguity, which can result in improper ad delivery. This will have an adverse impact on your revenue and user experience. The Children’s Online Privacy Protection Act (COPPA) and other compliance requirements mandate that there is a 1:1 correlation between a store application and an ad unit.
Each ad unit must be only be used in a single store application. This requirement includes applications that target Universal Windows Platform applications, along with Windows 8.x (WinRT) applications.
We’ve reached out to developers through various means, including multiple notifications inside Dev Center. The ad delivery will soon stop on ad units used across multiple applications, so if you have any such ad units, please update! Setting up new ad units is extremely easy.
Don’t forget these following tips that can help maximize your in-app-ad revenue:
Move to the latest advertising SDKs
Set COPPA settings for your app
Use only IAB standard ad sizes
Set your ad placement appropriately
Use Interstitial Banner as fallback to Interstitial Video