Mobile is where users spend their time. Engagement is high, attention is strong and performance consistently beats what brands can achieve on desktop or mobile web. As advertisers shift more spend in-app, they’re also becoming more selective about how that money moves through the ecosystem.
And that’s where things get interesting for publishers.
Brand budgets are shifting, and SPO is behind it
Marketers are doubling down on Supply Path Optimization (SPO) because they want cleaner and more transparent routes to reach users. Instead of buying through long chains of intermediaries, advertisers increasingly prefer direct paths powered by SDK-based supply they can verify and trust.
Here’s why it matters for publishers:
- Brand budgets are accelerating across in-app channels
- Advertisers want supply they can trace, validate and trust
- Publishers who support direct paths now are first in line for premium campaigns.
This is one of the biggest opportunities of Q4 and Q5, especially for mobile game studios and app developers looking to grow incremental revenue.
What top publishers are doing: Voodoo’s +30% lift
Take Voodoo, one of the largest mobile game developers in the world. Ahead of the holiday rush, they implemented BidMachine DIRECT Placement, opening a clean buying path for brand budgets from leading DSPs and SSPs.
The result was a 30% lift in BidMachine revenue in the first month.
By enabling DIRECT, they gained:
- Access to premium brand campaigns from major advertisers
- New incremental revenue streams on top of traditional auctions
- Better performance through transparency and SPO alignment
Today, DIRECT placements represent more than 20% of total BidMachine spend, with partners like Magnite, iion, Nexxen, PubMatic and Criteo fully live and scaling.
For publishers, DIRECT has become a new revenue channel.
How DIRECT works
BidMachine DIRECT Placement is modeled after the simplicity of Amazon TAM. It gives publishers a fast, low-friction way to tap into premium brand budgets at scale.
Here’s what happens behind the scenes:
- DSP and SSP budgets connect directly to you
- BidMachine’s SDK handles delivery
- Advertisers get cleaner data, better performance and a shorter path
- Publishers get access to higher-value demand
It’s a win for everyone and it’s the direction the ecosystem is moving.
Benefits for publishers
- Access to premium brand demand
- True incremental revenue
- SPO alignment brands increasingly look for
- Lightweight, fast implementation
Onboarding is simple:
- Sign a short form
- Update your ads.txt
- Go live in about two weeks
BidMachine DIRECT is already live with 150+ publishers, and more are joining every week.
If you’re looking to capture holiday brand budgets, there’s never been a better moment.
Get started: [email protected]
About BidMachine
Built SDK-first, BidMachine helps mobile publishers earn more while enabling advertisers to reach high-quality users at scale through richer, cleaner in-app signals. Our technology powers transparent connections between supply and demand, helping both sides grow with confidence.
