App Advertising Platforms Compared: Ad Networks, SSPs, DSPs and Mediation

App advertising platforms come in four main types. Ad networks sell your ad space to their own advertisers. SSPs connect your inventory to many programmatic buyers. DSPs help advertisers buy ad space across many sources. Mediation platforms sit inside your app and decide which source fills each ad request.

Ad networks, SSPs, DSPs and mediation platforms all show up in the same conversations about app advertising platforms, and they’re easy to mix up. They aren’t the same thing. Each does a different job, and some are built for publishers while others are built for advertisers. Pick the wrong one and you may pay for tools your app doesn’t need, or miss ones it does. This guide compares the four main types side by side and shows which ones your app needs. It builds on our complete guide to app advertising platforms.

What is an ad network?   

An ad network gathers ad space from many apps and sells it to advertisers. You integrate its SDK, it fills your ad slots with its advertisers’ ads, and it pays you for the impressions.

• Used by: Publishers

• Main job: Fill your ad slots using its own pool of advertisers

• Examples: Google AdMob, Unity Ads

A network is the simplest way to start. The trade-off is that you only reach the advertisers that network has.

What is an SSP?   

A supply-side platform (SSP) works for the publisher. It connects your ad inventory to many buyers at once and runs the auction for each impression. You can usually set price floors and decide who may bid.

• Used by: Publishers

• Main job: Sell your inventory to many programmatic buyers

• Example: Smaato, a mobile-first SSP that is part of Verve Group

To go deeper on how SSPs work, read our SSP guide.

What is a DSP?   

A demand-side platform (DSP) works for the advertiser. It lets advertisers and agencies buy impressions across many sources from one place, and it bids in real time on the ones that fit their audience and budget.

• Used by: Advertisers and agencies

• Main job: Buy ad space across many publishers

• Related tools: Google Ads, Meta Ads and Apple Ads are self-serve tools advertisers use to run campaigns.

As a publisher, you don’t buy a DSP. You sell to the buyers who use them.

What is mediation?   

A mediation platform sits inside your app. When your app asks for an ad, mediation decides which network or bidder should fill it. It also gives you one dashboard for several sources.

• Used by: Publishers

• Main job: Manage several demand sources and let them compete

• Examples: Google AdMob mediation (which includes open bidding), Unity LevelPlay, AppLovin MAX

AppLovin MAX, for example, runs first-price auctions across ad networks and DSPs. In a waterfall, sources are called one at a time. With bidding, they compete at the same time. Read our header bidding guide for the difference.

How do these app advertising platforms fit together?   

The advertiser sets a budget in a DSP. The DSP bids through an SSP or exchange. Mediation inside your app picks the winning source, and the ad appears. An ad network can short-cut this by acting as a one-stop shop.

How do the four types compare?   

Which app advertising platform does your app need?   

• You’re just starting out: One ad network is enough. Keep it simple.

• You use two or more networks: Add mediation, so they compete and your reporting stays in one place.

• Your traffic is growing: Look at SSPs and exchanges for access to more programmatic buyers.

• You want it handled for you: Use a managed partner like MagicBid, which works as a managed multi-demand optimization layer for app publishers.

• You advertise your own app: You’ll want advertiser tools, not the publisher tools above.

For a ranked list of specific platforms, see our guide to the best mobile app monetization platforms.

What mix-ups should you avoid?   

• Calling every platform an ad network. An SSP and a mediation platform do different jobs.

• Using mediation as a source of ads. Mediation chooses between sources. It doesn’t supply the demand itself.

• Looking for a DSP as a publisher. DSPs are for buyers.

• Stacking tools you don’t need. Each extra layer should earn its place.

FAQs   

1. What is the difference between an SSP and a DSP?

An SSP works for the publisher and sells ad space. A DSP works for the advertiser and buys it.

2. Do app publishers need a DSP?

No. DSPs are for advertisers. As a publisher, you sell to the buyers who use them.

3. Is mediation the same as an SSP?

No. Mediation runs inside your app and picks between sources. An SSP is a source that sells your inventory to many buyers.

4. Can I use an SSP and mediation together?

Yes. Many apps use mediation to manage several sources, including SSPs and ad networks.

5. Is AdMob an ad network or a mediation platform?

Both. It’s Google’s ad network for apps, and it also includes mediation with open bidding.

If you’re not making the most of your ad space, you’re leaving money on the table. MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

• Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.

• In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.

• CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork. Connect with us now to get a free ad revenue evaluation.