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NetShort, a short-drama app under Maiya Culture, launched two years behind its competitors but quickly reached #2 in global downloads. As it scaled, the challenge shifted from user acquisition to monetization: how to grow ad revenue without disrupting the viewing experience. By integrating BidMachine’s in-app bidding SDK, the team doubled ad revenue from it and increased ARPU by 5%+ without impacting user engagement.
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?
