Waterfall Ad Serving
Waterfall ad serving is a sequential method for serving ads in mobile apps or websites, where ad requests are sent to ad networks one at a time in a predefined order of priority. It starts with the highest-paying network and moves down the list if no ad is available, optimizing for revenue by prioritizing networks with better fill rates or higher eCPMs. This approach was widely used in early mobile advertising but has been largely replaced by more efficient methods like header bidding or unified auctions.
Developers should learn about waterfall ad serving when working on legacy ad integration systems or apps that still use this method, as it helps in understanding historical ad tech architectures and troubleshooting revenue issues. It's relevant for mobile app developers, especially in gaming or media apps, who need to manage multiple ad networks and optimize fill rates, though modern alternatives are generally preferred for better performance and revenue.