Once myTarget SDK is integrated, developers will have access to the myTarget advertisers' brand and performance campaigns. In the ironSource mediation dashboard, myTarget ad network will be available for those using ironSource's in-app bidding engine. With a real-time auction, a request from the app goes to all the ad sources at the same time so that ad networks can bid on each impression simultaneously.

For app publishers, in-app bidding is a way to reduce the time spent setting up their waterfall as well as to provide higher revenue from ad monetization. The traditional waterfall model requires a more complex setup and regular manual optimisation. When working with the in-app bidding model, only one ad network request needs to be set up for each ad format. This saves the publisher a lot of time and effort. myTarget advertisers will be able to access additional ad inventory thanks to in-app bidding.

ironSource's in-app bidding solution currently supports two myTarget ad formats: Rewarded Video and Interstitial Ads.

"We are constantly working to scale up business opportunities for our partners, particularly global and local mobile apps and games publishers. To help them monetize their resources more easily and efficiently, we actively expand our collaboration with platforms offering ad mediation. myTarget integration with ironSource offers ample opportunities for publishers, allowing them to increase their revenue from in-app advertising without having to invest a lot of time and resources in ad network management. We are pleased to be among the first in Russia to support ironSource's in-app bidding technology as a way to enhance app monetization opportunities for Russian and international developers and marketers," commented Kamil Nasrullaev, Head of myTarget Advertising Network, Mail.ru Group.

"We're delighted for myTarget to launch their bidding solution with ironSource, as we add yet another in-app bidding network on our platform," said Nimrod Zuta, VP Product at ironSource. "As more of our traffic moves over to bidding, the increase in local demand sources like myTarget allows app developers to reach lucrative Russian demand with ease."

myTarget is Mail.ru Group's advertising platform bringing together the web and mobile audiences of the largest services and social media in Russia and the CIS, including VKontakte and Odnoklassniki. All key branded and performance mobile ad formats are available on the platform, including Banners, Native and Interstitial Ads, as well as Rewarded Videos. The platform's advertising network includes over 12,000 apps and 2,000 third-party websites, allowing advertisers to significantly expand their audience reach. myTarget is among the top 20 mobile ad networks globally (according to AppAnnie's 2020 ranking). The total number of app installs with myTarget SDK reached 8 billion in 2020. myTarget ad network generates more than 10 billion mobile app impressions per month.