Heyzap launches transparent mediation for mobile ad networks

Developers see the value in feeding a lot of different kinds of ads to people playing mobile games. But mobile ad networks don’t always have the developers’ interests at heart. So there has to be a way to ensure that the right ad is shown to the right player at the right time, with tracking for the results.

That’s what Heyzap is attempting to do by launching its “mediation service,” which enables mobile app developers to display ads from multiple ad networks in a transparent way. This permits a developer to optimize by showing the most appropriate ad from a variety of ad networks to a particular user. With this kind of control, a developer can monetize better and control its own destiny.