Case Study

Luni achieves +20% eCPM with key-value segmentation

Tags

Luni is a mobile app publisher that develops social apps focused on various categories like health, wellness, productivity, and entertainment.

The challenge

Luni struggled to get the most value from their ads in their apps while also making ad management more efficient. Traditional ad setups often lacked granular control options and were resource-intensive to maintain. They needed a solution that would directly lead to higher eCPM and free up valuable team resources.

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The approach

As an AdMob Pro user, Luni built a custom key-value segmentation template tailored to their needs. This smart approach focused on strategically distributing ad competition across various eCPM buckets. By understanding the unique value of each individual ad impression, Luni could apply the optimal bidding pressure across their users. This sparked stronger competition among advertisers for Luni's ad inventory, leading to better prices. The result was a refined monetization strategy that also delivered substantial time savings compared to a conventional waterfall setup within just a month.

The results

  • +20%

    eCPM on interstitials

  • +18%

    eCPM on app open

We’re very satisfied with the Key-Value feature. Thanks to the support from the AdMob team along with the detailed documentation, we were able to set everything up very quickly. It’s a new and smarter way for us to optimize our ad revenues, and it saves us a considerable amount of time compared to a traditional waterfall setup.

— Jérôme Chui , Monetization Manager

  1. AdMob reporting data 2025. Individual results may vary.

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