How to Choose Mobile Ad Networks: Selection Guide

I once signed a contract with an ad network that promised premium traffic at scale. Three months later, we'd spent $180,000 and acquired exactly zero real users. Every single install was fraud.

That expensive lesson taught me something crucial: in mobile advertising, your network partners make or break you. The right network can 10x your growth. The wrong one can destroy your budget and tank your metrics. There are hundreds of options, but only a handful actually deserve your money.

Here's the framework I developed after testing 40+ networks over five years—and losing significant money learning what not to do.

Evaluation Framework

Key Criteria

• Traffic Quality: Fraud rates, retention metrics
• Scale: Available inventory in target geos
• Targeting: Audience and contextual options
• Pricing: Model flexibility, minimums
• Support: Account management quality

Network Categories

Self-Attributing Networks (SANs)

• Meta (Facebook/Instagram)
• Google (Search, YouTube, Display)
• TikTok
• Snap
• Apple Search Ads

DSPs and Programmatic

• The Trade Desk
• Moloco
• Liftoff
• AppLovin

Mobile-First Networks

• Unity Ads
• ironSource
• Vungle
• AdColony

Due Diligence Process

1. Request case studies for similar apps
2. Ask about fraud prevention measures
3. Understand pricing model and minimums
4. Evaluate reporting and integration
5. Run small-scale test (1-2 weeks)
6. Analyze quality metrics, not just volume

"Any network can send installs. The question is whether those installs become engaged, paying users. Always evaluate on downstream metrics."

Red Flags to Watch

• Unusually low CPIs with no explanation
• Reluctance to share traffic sources
• No fraud prevention discussion
• Pressure to sign long contracts quickly
• Poor D1/D7 retention vs. other sources

Test Structure

Pilot Campaign Setup

• Duration: 2 weeks minimum
• Budget: $5-10K per network
• Geos: Your top 2-3 markets
• Creative: Use proven winners

Success Metrics

• D1 and D7 retention
• Early engagement events
• Fraud indicators (CTIT, device metrics)
• D7 ROAS if measurable

Ongoing Management

• Monthly performance reviews
• Quarterly deep-dive analysis
• Regular creative refreshes
• Continuous fraud monitoring

Network selection is not a one-time decision. Continuously evaluate performance, test new partners, and don't hesitate to cut underperformers. Your network mix should evolve as your app and the market change.