What is in-app bidding?
In-app bidding is a form of programmatic advertising where mobile publishers sell their ad inventory in auctions across different ad exchanges, and advertisers bid for ad space. This process takes place in real time, and the advertiser with the highest bid wins the auction.
In-app bidding vs. Waterfall bidding
Today, in-app bidding is a standard method for selling mobile ad space. Previously, this was waterfall bidding, a model that takes into account multiple factors such as bid and historical performance.
Publishers are switching from waterfall to in-app bidding because it brings higher demand, increased CPMs (revenues), and fully automated processes.