The challenge
A Georgia-based mobile game developer with over 15 million installs worldwide had a solid monetization setup, but Russia was lagging behind. Despite strong user numbers in the region, ad revenue remained low because of poor auction density and underwhelming eCPM from global networks. They needed a solution tailored to local demand.
The solution
The team integrated Yandex Advertising Network into their mediation setup, aiming to improve fill rates and boost revenue from Russian users. Key formats included interstitials, rewarded ads, and banners. They added the network to their mediation stack and began to monitor performance via eCPM and share of voice (SoV) metrics.
The results
Yandex Advertising Network quickly became a top-performing network for the client’s users in Russia:
- Interstitial ads: $7.86 eCPM vs. $6.56 average
- Rewarded ads: $9.95 eCPM vs. $8.30 average
- Banner ads: $0.10 eCPM (on par with market)
Yandex Ads also took significant share of voice among all impressions served in Russia:
Bottom line
Yandex Advertising Network now accounts for a major share of the developer’s revenue from Russia, transforming an underperforming region into a reliable monetization stream.