What is waterfall bidding?
Waterfall bidding is a traditional form of programmatic ad buying. When mobile publishers sell their ad space using the waterfall model, it is offered to ad networks in a predetermined order.
This ad network order is based on criteria such as historical performance and pricing. If a network doesn’t fill the ad slot at an acceptable price, the inventory is passed down to the next network in the waterfall until the ad space gets filled.
Waterfall bidding used to be a predominant method for maximizing ad revenue, but today, it’s losing popularity to real-time bidding.