Overview
Google AdMob is the most widely used mobile ad platform, while AppLovin MAX is a leading independent mediation solution. Both help publishers maximize ad revenue, but they differ significantly in approach, features, and ideal use cases.
Feature Comparison
| Feature | AdMob | MAX |
|---|---|---|
| Ease of Setup | Very Easy Winner | Easy |
| Google Demand | Native access Winner | Via adapter |
| In-App Bidding | Open Bidding | More partners Winner |
| Mediation Networks | Limited | 25+ networks Winner |
| Fill Rates | Excellent (Google backup) | Very Good |
| eCPMs (Gaming) | Good | Excellent Winner |
| Analytics | Good | Advanced Winner |
| Support | Documentation-based | Dedicated teams Winner |
AdMob Strengths
- Google ecosystem: Seamless Firebase and Analytics integration
- Easy setup: Simplest path to monetization for new apps
- Fill rate guarantee: Google demand ensures ads always show
- Brand advertisers: Access to Google's premium advertiser base
- No minimum: Works for apps of all sizes
MAX Strengths
- More bidders: Access to more demand sources
- Higher gaming eCPMs: Better performance for game apps
- Advanced A/B testing: Built-in mediation testing tools
- Dedicated support: Account management at scale
- Neutral platform: No conflicts of interest in mediation
Revenue Comparison
Revenue performance varies by app category and region:
- Casual games: MAX typically 10-20% higher eCPMs
- Utility apps: AdMob competitive, easier setup
- Hyper-casual: MAX stronger in bidding competition
- Non-gaming: AdMob often sufficient
Recommendations
Choose AdMob When:
- You're new to mobile monetization
- Your app is non-gaming or utility focused
- Simplicity matters more than maximum optimization
- You're already deep in Google ecosystem
Choose MAX When:
- You have a gaming app with significant traffic
- Maximizing eCPMs is the top priority
- You want access to more demand sources
- You need advanced analytics and testing
Can You Use Both?
Yes. Many publishers use MAX as their mediation layer while including AdMob as one of the demand sources. This gives you MAX's advanced mediation with AdMob's fill rate backup. This is often the optimal configuration for serious publishers.