How Meta Mediation Changes Everything for Publishers

In this episode of the Adster Podcast, Santhosh Venkatesh sits down with Ranganathan Srinivasan and Girish Vishwanath from Adster to unpack Meta Mediation — a fundamental shift in how publishers can take back transparency and control. They explore why traditional mediation has plateaued, how Meta Mediation simplifies monetization, gives monetization leaders freedom to experiment and grow ad revenue without engineering load, and what happens when publishers start treating ad revenue as an engineering challenge, not just a reporting metric.

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  Traditional mediation behaves like a black box, obscuring true eCPMs
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  Engineering complexity and release cycles suppress monetization agility
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  Meta mediation creates an in-app marketplace that restores control
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  Gradual rollout and A/B traffic allocation de-risk implementation
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  Most mobile publishers monetize only 12% of their ad inventory — the rest is lost in opaque networks
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  How to treat ad revenue as an engineering challenge, not just a reporting metric