When assessing ad network performance, many publishers focus on CPM. The problem with this is that when maximizing CPM, an ad partner can’t take your full traffic in all countries and run uncapped to all users. This is because naturally certain impressions are less valuable for advertisers (based on country, point in the user session, etc.) and so generate lower CPMs.
As a publisher, you then end up in a scenario where your ad network can’t fill these impressions while still maintaining aggressive CPM goals. The network then crops out lower-performing traffic and you end up needing to run multiple demand sources to fill the holes.
This creates added and unnecessary complexity. Instead, we recommend that you implement AppLovin as a global solution and monitor overall revenue to measure performance.