UA & monetisation trends in 2018
summary
Header bidding claims to lift publisher revenue by about 5–10% while leveling demand and cutting exchange fees; Outfit Seven is actively testing it. Rewarded video remains the most stable ad format with improving CPMs and measurable retention benefits, but playables often crash phones from resource exhaustion and complex SDKs deter publishers from swapping. CPI slowly creeps up (Facebook notably expensive), LiveOps scale reaches ~150 events/month for some studios, and experiments in banners and native brand integrations are underway.
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