MAX vs ironSource Mediation

Overview

MAX (AppLovin) and LevelPlay (ironSource/Unity) are the two dominant mediation platforms for mobile apps. Both offer in-app bidding, waterfall management, and integrations with major ad networks. Choosing between them can significantly impact your ad revenue.

Feature Comparison

MAX Strengths

• AppLovin demand: Access to AppLovin's large advertiser base
• A/B testing: Built-in tools for testing mediation setups
• Lighter SDK: Smaller footprint on app size
• Transparent auctions: Clear bidding visibility
• User-friendly: Intuitive dashboard interface

LevelPlay Strengths

• Bidding pioneer: Most mature bidding technology
• Waterfall expertise: Advanced waterfall optimization tools
• Cross-promotion: Best-in-class cross-promo for game portfolios
• Ad quality: Superior ad filtering and brand safety
• Gaming optimization: Deep gaming-specific features

Revenue Performance

Both platforms deliver competitive eCPMs when properly configured:

• Rewarded video: Similar performance, varies by region
• Interstitial: LevelPlay often edges MAX
• Banner: MAX competitive on fill rates
• Overall: 5-15% revenue variance typical between them

Integration Considerations

Choose MAX When:

• You're already using AppLovin for UA
• App size is a critical concern
• You want built-in A/B testing
• Non-gaming app with diverse ad formats

Choose LevelPlay When:

• You have a game portfolio needing cross-promo
• Waterfall optimization is important
• You're using Unity for development
• Ad quality filtering is a priority

Migration Tips

Switching mediation platforms requires careful planning:

• Run both in parallel during transition
• A/B test with user segments
• Allow 2-4 weeks to compare results
• Consider seasonal revenue variations