IronSource

IronSource, recently acquired by Unity Technologies in a massive industry consolidation, is an absolute titan in the app monetization space. It is specifically famous for perfecting the "Rewarded Video" ad format. Rather than annoying players with pop-ups, IronSource pioneered systems where players opt-in to watch an ad in exchange for an extra life or premium currency, resulting in significantly higher engagement rates and much higher payouts for the developer. Their LevelPlay mediation platform is a direct, fierce competitor to AppLovin's MAX. It allows developers to integrate dozens of different ad networks and forces them to compete in real-time. Where IronSource really shines is in its deep cohort reporting. A developer can segment users into groups—such as "players who have never made an in-app purchase" versus "whales who spend $100 a month." The software then allows the developer to apply different monetization strategies to different cohorts. For a paying "whale," the developer can turn off all ads completely to ensure a premium experience. For a player who never spends money, the developer can aggressively increase the frequency of interstitial ads, ensuring the app squeezes revenue out of every possible demographic.