Choosing the right one: a breakdown of programmatic monetization integration options

Written by Martyna Szein - Supply Account Manager
Created Sep 27, 2023 | 6 min read
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In today’s AdTech industry, publishers are faced with a variety of connection choices that open up numerous ways to monetize their inventory. There are multiple options available on the market and they may each have different features.

This is where Tappx steps in. We are all about working with our publishers to make things fit just right for them. We don’t believe in a one-size-fits-all approach. Therefore, we allow publishers to choose how they want to connect with our SSP in many different ways.

The most popular connection types for the media publishers

1. SDK & SDK Adapters

An SDK, or Software Development Kit, may initially sound like a complex concept, but in our context, it can be easily explained. Think of it as a comprehensive toolkit, comprising various tools, components, packages, and libraries, specifically designed to empower publishers. These SDKs serve as the bridge that enables publishers to establish a robust and efficient connection with advertising platforms.

For example, by integrating Tappx SDKs into your applications, you gain the capability to effortlessly send requests for advertisements. Simultaneously, our SDKs facilitate the smooth return of responses, ensuring that the ads fit into your content seamlessly, aligning with user preferences and maximizing revenue potential.

Benefits of SDK integration:

  • Higher Revenue and eCPM Potential: Programmatic advertising integrated through an SDK can provide access to a wider range of ad demand sources, including premium advertisers and networks. This can lead to higher eCPMs and increased revenue potential.
  • Access to premium Demand: Some SDKs offer ad mediation capabilities, which enable you to optimize ad delivery by dynamically selecting the highest-paying ads from multiple ad networks. This can maximize your ad revenue by ensuring you are always displaying the most valuable ads to your audience.
  • Better User Experience: SDKs enable you to control the placement and timing of ads within your application, ensuring a smoother and less disruptive user experience. This can result in higher user retention and satisfaction.

While we know that SDK integration can sometimes require minor adjustments to the codebase, a simple update on the app store is all that’s needed to activate the changes.

Fortunately, here at Tappx, we go beyond the conventional SDK approach. In addition to our standard SDK, we provide a range of adapters that streamline the implementation process, making it remarkably swift and seamless.

These are the adapters available within Tappx’s extensive toolkit:

The most important optimization for a publisher connected with an SDK in the context of programmatic advertising is Ad Viewability and User Experience Optimization.

This optimization involves ensuring that the ads delivered through the SDK are highly viewable to users while maintaining a positive and non-disruptive user experience.


How to choose the best SSP for publishers

2. OpenRTB

oRTB (Open Real-Time Bidding) is an open protocol framework that standardizes the way programmatic advertising transactions occur in real-time. Each ad space (impression) goes up for bid in real-time and oRTB is the special language that makes this happen. It was designed to help RTB markets grow by creating a common way for buyers and sellers in the digital ad world to talk and work together easily.

These rules make sure that everyone speaks the same language when ads are up for quick bidding. They lay out how to share important info about the ad spot, like who’s putting it out there (the publisher), how the ad should look (its size and style), and even how to guard against sneaky stuff (yep, ad fraud). All this extra info helps buyers decide how much they want to bid.

Benefits of oRTB integration:

  • Real-time Auctions: Ad impressions are sold instantly, fetching optimal prices based on immediate demand.
  • Transparency: Publishers can track bidders and their offers, fostering transparency in the auction process.
  • Control: Publishers set preferences, influencing ad types and brands that align with their platform.
  • Efficiency: Automation streamlines ad sales, reducing manual negotiations and paperwork.

Drawbacks of programmatic monetization integration include potential lower CPMs due to heightened competition, the possibility of ad quality mismatches with publisher aesthetics arising from automation, and a reliance on third-party intermediaries for technical aspects.

oRTB has a range of options available to connect our demand. Here are some of connections our publishers use:

  • Prebid (Prebid JS, Prebid Server) : Magnite, Pubmatic, AppNexus, Rubicon
  • TAM
  • Nimbus
  • For CTV Publishers: the most popular among our publishers are SpringServe, Publica, TheViewPoint

By connecting through Open RTB, publishers can optimize their inventory through several strategic approaches. In our opinion, the most important approach is to work with a variety of demand partners to increase competition for your inventory, potentially leading to higher bids. Another possible optimization is the floor price adjustments and testing different ad formats and placements to identify those offering the best performance and user experience.

Working with several demand partners is a good idea to increase competition for your inventory and get higher bids.


VAST stands for Video Ad Serving Template and is a standardized protocol developed by the Interactive Advertising Bureau (IAB) to facilitate the communication between ad servers and video players. VAST simplifies the process of serving video ads to different platforms and players, ensuring a consistent and efficient ad delivery experience.

VAST integration is crucial in programmatic advertising for delivering video ads across a wide range of websites, apps, and devices. It helps ensure that video ads are displayed correctly and consistently, regardless of the platform or player being used.

Benefits of VAST Integration:

  • Standardization: VAST provides a standardized format for video ad delivery, making it easier for advertisers to create and distribute ads across multiple platforms.
  • Cross-Platform Compatibility: VAST ensures that video ads can be played on different websites, apps, and devices without compatibility issues.
  • Rich Tracking and Reporting: VAST allows for robust tracking and reporting of ad performance, helping advertisers optimize their campaigns. It allows the tracking of clicks, quartiles (% of video that the user has watched calculated as 25%, 50%, 75% and 100%) and even if the user has muted the ad.

While VAST integration offers a way to monetize content through video advertising, it requires publishers to strike a balance between monetization and maintaining a positive user experience. Publishers often need to work closely with advertisers and ad networks to address these challenges and ensure that VAST ads align with their content and audience expectations.

Optimizing Video Ad Serving Template (VAST) integration in programmatic advertising is crucial for publishers to deliver a seamless video ad experience and maximize revenue. The most important optimization is to ensure you are using the latest VAST version, ad placements, loading times and implementing viewability tracking and measurement to provide advertisers with transparent data on ad performance.


Unlocking the power of ad performance with real-time reporting and analytics


In web advertising, a JS tag is a vital piece of code inserted into a webpage to inform the ad server whenever a user accesses the site. This cleverly crafted snippet of JavaScript serves as an instruction to the user’s web browser, prompting it to request the corresponding ad content from the server on which it is stored. JS tags are mainly used in advertising, primarily for ad placements.

When a user’s browser sends an ad request to the ad server, it includes additional information about where the ad should be placed. This information is crucial to determine the type of ad unit to send to the website visitor. It can include details like the ad format, size, and even user-specific data, all bundled within this request.

Pros of JS Tag integration:

  • Easy Integration: The primary benefit of JS tag integration is its simplicity. You can seamlessly integrate the supply without the need for additional technical features or custom development.
  • Higher revenues and premium demand: Another advantage is the opportunity to engage in media trading with major market players and other premium demand using JS tags.

JS tags in programmatic advertising offer publishers a range of optimization opportunities, from maximizing ad revenue through header bidding to improving user experience and ad quality control. Publishers can leverage these optimizations to make their ad strategy more efficient and user-friendly while maximizing their revenue potential.

One significant drawback associated with using JS Tags is their limited scalability, primarily attributed to their adverse impact on website loading times. As the number of JSTags increases, the response time – the duration it takes for a website to fully load – also increases, which can significantly impact the user experience.

5. S2S

S2S integration in programmatic advertising is a server-based approach that enables seamless and efficient communication between different advertising systems and platforms, facilitating the buying and selling of digital ad inventory, data sharing, and ad delivery without relying on client-side code (e.g., JavaScript tags).

This method offers benefits such as enhanced security, reduced latency, scalability, and support for real-time bidding (RTB), making it a crucial component of the programmatic advertising ecosystem.

Pros of S2S:

  • Reduced Latency: S2S integration typically results in lower latency compared to client-side integrations. This means that ads load faster, improving the user experience and potentially leading to higher engagement and click-through rates.
  • Diverse Monetization Opportunities: S2S integrations allow publishers to work with multiple demand partners and ad networks, diversifying their revenue sources and reducing dependency on a single platform.

S2S integration provides numerous optimization opportunities for advertisers and publishers, from real-time bidding adjustments and dynamic creatives to ad quality control and ad viewability enhancements. These optimizations can lead to improved ad performance and revenue outcomes in the programmatic advertising ecosystem.

The biggest challenge with Server-to-Server (S2S) integration lies in its typical limitation in providing comprehensive information to the demand side.


While optimization options may vary according to the integration type, there are several universal best practices on how to effectively manage Publisher Accounts that you can rely on. These practices apply uniformly, regardless of the integration method you employ. They include adopting an analytical approach, closely monitoring performance metrics such as eCPM, fill rate, and win rate, conducting tests on new strategies and ad formats, and ensuring compliance with relevant regulations like GDPR, CCPA, and DSA.

At Tappx, we provide our publishers with the flexibility to work across all these connection types, and we offer expert guidance on crafting the most effective monetization strategy for your unique inventory. When the time comes to put your strategy into action, count on Tappx to assist you with a customized approach tailored to your needs.


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