Overview

Google Ad Manager App Mediation routes mobile ad requests through eligible third-party networks, with ordering based on expected yield. It best suits app publishers already using Google’s ad tools who want mediation to compete with other Ad Manager demand. Its yield-based approach is useful, but setup dependencies and sequential calls make it a less natural fit for teams seeking a standalone, low-integration option.

Key features

Publishers use yield groups to decide which networks are eligible for each request and which inventory they can serve. Ad Manager orders those networks using estimated CPM and real-time Ad Exchange CPM, excluding networks expected to yield less than Ad Exchange. Automatic data collection can estimate a network’s CPM from historical CPM data adjusted for impression discrepancies, which can reduce manual estimation work.

The expected yield of the mediation chain competes through Dynamic Allocation with Ad Manager line items and real-time bids from Authorized Buyers and Exchange Bidders. That integration is the central advantage for publishers who manage multiple sources of demand in Ad Manager; it is less compelling if the goal is simply to run an independent mediation chain.

The app sends requests through the Google Mobile Ads SDK, which calls network adapters sequentially until a network returns an ad. If none fills the request, it stays unfilled rather than passing automatically back to the ad server. Chains can include up to 50 networks at serving, but adding sequential callouts risks increasing latency. Ad inspector helps diagnose fill and show errors, inspect mediation details for a request, and test an individual yield partner on a device.

Participating networks can serve rewarded and rewarded interstitial ads when those formats are selected in a yield group. Mediation can pass a child-directed age treatment signal from the Google Mobile Ads SDK to third-party networks, though developers remain responsible for those networks’ ad treatment. Third-party mediation network impressions are not eligible for Active View measurement, a meaningful limitation for publishers who rely on that measurement.

Pricing

The Google Ad Manager App Mediation plan is free. It includes ad mediation, rewarded ads, revenue analytics, and A/B testing, with up to 50 mediation networks in a serving chain. The price is attractive for publishers who can meet the setup requirements, but free does not mean self-contained: an Ad Exchange for mobile apps account must be linked and set as the default for dynamic allocation.

There are no lower-priced paid tiers to compare. The main trade-offs are operational: publishers need the Google Mobile Ads SDK, adapters for each selected network, and the linked Ad Exchange account. Google also says Ad Manager users need an AdSense account.

Platforms

Google’s mediation developer guides cover Android and iOS apps. The SDK and adapter workflow makes this a mobile-app product, not a general web mediation setup. Publishers configure yield partners for networks and yield groups for inventory; a partner not offered among the available networks can be added as Other company, but that requires custom events in the app and yield groups for mediation.

Who it's for

This is a strong fit for app developers and publishers who already work in Ad Manager and want third-party network demand weighed alongside line items and real-time bids. Teams should be ready to integrate the SDK and adapters, link the required Ad Exchange account, and account for sequential latency and the possibility of unfilled requests. Publishers configuring yield partners should also review applicable regional privacy laws, including CPRA, GDPR, and LGPD.

Pros and cons

Pros

Demand competes in Dynamic Allocation: mediation’s expected yield is considered alongside Ad Manager line items and real-time bids from Authorized Buyers and Exchange Bidders.
Yield-based ordering: eligible networks are ranked using estimated CPM and real-time Ad Exchange CPM, with automatic data collection available for CPM estimates.
Useful diagnostics: Ad inspector can check fill, show errors, reveal request-level mediation details, and test a yield partner on a device.
Free plan with mobile ad features: the plan includes mediation, rewarded ads, revenue analytics, and A/B testing.

Cons

Google account and integration prerequisites: publishers need an AdSense account, a linked Ad Exchange for mobile apps account set as default for dynamic allocation, the Google Mobile Ads SDK, and network adapters.
Sequential calls can add latency: networks are called one by one, and a serving chain is capped at 50 networks.
No automatic fallback on a miss: when every network in the chain fails to fill, the request remains unfilled.
Measurement gap: third-party mediation network impressions are not eligible for Active View measurement.

Alternatives

For a broader shortlist, start with Game Monetization Software. Consider Tebex as another option if its freemium plans suit your needs. PlayFab is another freemium alternative. Apphud is another freemium option, with paid plans beginning at 49.00 USD per month. Adapty has a free plan while monthly earnings are under $5K, then charges 1% of monthly revenue above that threshold. DT FairBid is free for publishers, who collect payments directly from mediated ad networks. RevenueCat offers a free plan up to $2,500 in monthly tracked revenue, then charges 1% of tracked revenue. AppLovin MAX is free for publishers, with bidding networks paying AppLovin a fee on generated ad revenue. CAS.AI Mediation is free to set up and takes a cut from earnings.

Verdict

Choose Google Ad Manager App Mediation if you publish Android or iOS apps, already use Ad Manager, and want third-party network yield to compete alongside its other demand. The free plan and integrated Dynamic Allocation are its clearest reasons to choose it. Look elsewhere if account linking, SDK and adapter work, sequential latency, or the absence of automatic fallback would make your ad-serving workflow harder to manage.

	Google Ad Manager App Mediation	Nimbus Mediation
Free plan	Yes
Paid from	Free
Platforms	Android, iOS, Web	Android, iOS
Free plan	Yes
Rewarded ads	Yes
Ad mediation	Yes	Yes
Revenue analytics	Yes	Yes
A/B testing	Yes	Yes
Supported platforms	Android, iOS	iOS, Android

Google Ad Manager App Mediation vs Nimbus Mediation

Google Ad Manager App Mediation

Nimbus Mediation