Easybrain (easybrain.com/) is a developer of top mobile apps with a total of 500 million downloads. Among their projects are: Sudoku.com, Nonogram.com, BlockuDoku, Pixel Art, Drum Pad Machine, and other leaders in the App Store and Google Play. Predictive analysis, data science technology, proprietary modeling tools, advanced marketing and product analytics, creativity, a desire to be the best at everything Easybrain does—all that has been an integral part of the company's success.

Goals

Goals at the start of the company's partnership with myTarget (Q4 2018):

● Increase ARPDAU.
● Differentiate the list of networks that monetize the Russian region.
● Increase fill rate for all types of ads.

Strategy

Integration with myTarget: MoPub mediation + myTarget adapter
Ad formats: banners, interstitial, rewarded videos

To achieve goals:

● Regularly reexamined the flora on the myTarget and MoPub sides, changed myTarget's position in the waterfall.
● Added 2-3 challenges to each ad format.
● Tested integration for correctness.
● Solved technical problems.
● Blocked unwanted ads.

Results - Q1 2020

ARPDAU Growth

In the Pixel Art apps (iOS and Android), ARPDAU grew by 15%, mostly thanks to banners.
In the Chamy app (Android), ARPDAU grew by 50%, and in Champy (iOS) by 2%.
In the Puzzles app (Android), ARPDAU grew by 10%.

Diversification of ad revenue

Easybrain prefers to work with several ad networks at the same time to ensure healthy competition between partners.
The addition of the myTarget ad network enabled the successful diversification of ad revenue over all applications: Sudoku, Blockudoku, Nonogram, Solitaire iOS, Drum Pad Machine, Groovepad, Wordsearch, etc. As a result, thanks to working with myTarget, the quality of ads went up, as did main indicators and income.

Fill rate growth

Fill rate growth in apps in Russia with the addition of myTarget:
Pixel Art Android +15%
Chamy Android +50%