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Since header bidding reshaped programmatic, one unintended consequence has become increasingly difficult to ignore: auction duplication.
While mobile ad SDK performance is often treated as a technical concern, for publishers it directly affects revenue, auction efficiency, retention and long-term monetization.
For years, mobile publishers have debated one question: Is in-app bidding actually better than waterfalls?
Most publisher apps eventually hit the same ceiling, where installs are steady, DAU looks healthy and retention is acceptable, yet ARPDAU refuses to move.
