Ads and revenue
Mediation,
replaced.
One SDK and one auction take the place of your mediation SDK, its adapters and the waterfall, run by Zurla, a frontier model, built for advertising. We plan the switch with you, placement by placement.
Today and with Zurla
One SDK, not a stack.
One auction, run by Zurla.
Ask Zurla what switching would change for one placement, and watch both setups answer the same ad request. Today a mediation SDK runs a bidding round, then walks down a waterfall of price tiers. With the Zurla SDK, every buyer connected to Zurla bids at the same moment, and the bid that pays more than the rest wins.
Our older game still runs a mediation SDK with eight adapters. Walk me through one ad, today and with you.
Here’s its level-break interstitial. Today it reaches $10.40 after 1.5 s, and there’s more on offer:
- Bidding round · 3 sources · 600 ms
- Waterfall · 2 tiers, no fill (no ad returned) · 900 ms
- Source E never asked · would have bid $12.60
And with you?
With me, it’s one SDK and one auction, and I run it. All six buyers bid at the same moment, and Source E’s $12.60 wins in 94 ms.
- 17 ad SDKs → 1, for sources that bid through me
- 8 adapters and 24 waterfall tiers → none
- 9 dashboards → 1 report
+21% for this ad$12.60 vs $10.40
Your stack today: a mediation SDK with eight adapters runs a bidding round with three demand sources, then a waterfall of price tiers. Source B’s $10.40 bid wins after 1.5 seconds, while Source E, which would have bid $12.60, is never asked. With Zurla: one SDK and one auction. Six buyers connected to Zurla bid at the same moment, and $12.60 wins in 94 milliseconds.
- 1
17Ad SDKs in your build: 17 today, 1 with Zurla - 0
8Adapters to keep in sync: 8 today, none with Zurla - 0
24Waterfall tiers to maintain: 24 today, none with Zurla - 1
9Dashboards to check: 9 today, 1 with Zurla
Prices are eCPM: what you earn per 1,000 ads shown. Times run from the ad request to the winning bid.
Illustrative data
One SDK in your app
It takes the place of your mediation SDK, its adapters and the separate SDK each demand source needs today: one package to add, update and review. Your analytics and attribution SDKs stay as they are.
Every bid at once
Buyers connected to Zurla bid on the same ad at the same moment (in-app bidding), with no waterfall behind them. No buyer waits in a lower tier while it’s ready to pay more.
Nothing to keep in sync
No waterfall tiers to maintain, no adapter versions to match, no line items (price rules set by hand). New buyers join on Zurla’s side, without an app release. On iOS, install buyers also need their SKAdNetwork ID (Apple’s way to measure installs without identifying anyone), which ships with your next release.
One report
Revenue, eCPM (what you earn per 1,000 ads shown) and fill rate (the share of ad requests that get an ad) arrive in one report, by placement, format, country and buyer, in place of a dashboard for every source. Ask Zurla about any line in plain words.
Moving from a mediation platform? Zurla takes its place in one app release, planned with you placement by placement, and older app versions keep your current setup until people update. See the switch, step by step.
In your build
One package
in place of a stack.
Fewer SDKs means less to update, test and review with every release. Zurla’s SDK starts in the background and loads full-screen ads ahead of the break, so your app keeps its pace on every connection.
Illustrative data
- Update a separate SDK for every demand sourceOne SDK, one auction
- Match adapter versions before every releaseNo adapters to match
- Retest every ad SDK before a releaseOne package to test
- Tune waterfalls and price tiers by handSet a goal in plain words
- Ship an app update to add a new buyerNew buyers join on Zurla’s side
Switching, step by step
One release.
Placement by placement.
Zurla takes the place of your mediation platform in one app release. We plan the move with you, you choose the pace of the rollout, and older app versions keep your current setup until people update.
Map your sources
Before you switch, we map which of your current sources bid through Zurla, placement by placement.
Ship one release
Zurla’s SDK takes the place of your mediation SDK, its adapters and the demand SDKs. Analytics and attribution SDKs stay as they are.
Ramp it up
Google Play’s staged rollout and the App Store’s phased release bring the new release to a growing share of people, then to everyone.
Run both side by side
Older app versions keep your current setup until people update, so we plan both side by side.
Every placement in one auction
From then on, new buyers join on Zurla’s side, and day-to-day changes need no app release.
Illustrative data
Plain words
The stack,
in plain words.
The terms you’ll meet when you compare a mediation stack with one auction, and what each one means with Zurla.
- MediationAlso called: ad mediation
- The layer in an app that decides which demand source fills each ad. With Zurla, it runs inside Zurla’s SDK and auction, with no separate mediation platform.
- WaterfallAlso called: daisy chain
- Demand sources called one at a time, in price tiers set by hand, until one returns an ad. Each call waits for the one before it, and a lower tier may never be asked.
- In-app biddingAlso called: unified auction
- Every buyer bids on the same ad at the same moment, and the bid that pays more than the rest wins. Zurla’s auction works this way, with no waterfall behind it.
- Adapter
- Connector code that lets a mediation SDK talk to one demand source’s SDK. Each adapter has its own version to keep in step. With Zurla there are none.
- BuyerAlso called: demand source
- A company that bids for your ad space. Buyers connect to Zurla on Zurla’s side, so a new one joins without an app release.
- eCPM
- What you earn per 1,000 ads shown. Prices on this page are eCPM, and Zurla reports it by placement, format, country and buyer.
Questions
Good to know.
What does Zurla replace?
Your mediation SDK, its adapters and the demand SDKs it relies on. Zurla runs the mediation and the auction itself, so it takes the place of your mediation platform rather than sitting inside it. Buyers connected to Zurla bid on each ad at the same moment, so there are no waterfalls or price tiers for your team to maintain. Your analytics and attribution SDKs stay as they are.
Can Zurla run inside our current mediation platform?
It doesn’t need to. In apps, Zurla comes in through its own SDK, with no adapter for other mediation platforms, and runs the mediation itself. One SDK and one auction take the place of the whole stack.
Will we keep the demand we have today?
Every buyer that bids through Zurla’s auction carries over. Before you switch, we map which of your current sources bid through Zurla, placement by placement, and plan the move with you.
How many app releases does the switch take?
One. Zurla takes the place of your mediation stack in one app release, and Google Play’s staged rollout and the App Store’s phased release let you ramp it up. After that, day-to-day changes such as frequency caps (a limit on ads per user per session), floors (minimum prices) and which buyers are asked reach people without a new build. On iOS, new install buyers also need their SKAdNetwork IDs, which ship with your next release.
What happens to older versions of our app?
They keep your current setup until people update, so nothing changes for them. We plan both versions side by side with your team, and you set the pace of the rollout. See the switch, step by step.
Which formats does the SDK serve?
Four: native, banner, interstitial and rewarded (people choose to watch). Native ads are always labeled as ads. It runs in iOS and Android apps on phones and tablets, with SDKs for native iOS (Swift Package Manager), Android (Gradle), Unity, Flutter and React Native.
How does one SDK keep our app fast?
It’s one package to add, update and test in place of a stack. It starts in the background, with about 4 ms on the main thread at start on a mid-range phone, keeps downloads and disk work off the main thread, and loads full-screen ads ahead of the break, so people never wait on a spinner. Exact sizes come with each release.
Who runs the mediation day to day?
Zurla, a frontier model, built for advertising. It sets floors, pacing and which buyers are asked toward the goals you set, and tests changes on a share of users before they roll out. Any change can be undone in one click, and your team keeps the placement code and the releases.
How do we see results?
In one report: revenue, eCPM (what you earn per 1,000 ads shown) and fill rate (the share of ad requests that get an ad), by placement, format, country and buyer. Ask Zurla about any line in plain words, and it answers from your own data.
Bring your stack.
Leave with a plan.
Book a demo with your current setup. We map your sources, placement by placement, and show you what one SDK and one auction would change.