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IronSource gives mobile advertisers a choice between programmatic and ‘waterfall’ ads

  • Posted byby Dean Takahashi
  • Updated
  • 4 min

Mobile advertising is having a big moment. Mobile app and game publishers now face a choice between two different ways of maximizing revenues from their advertisements in their games and apps. Mobile monetization and marketing firm IronSource is announcing today that it is giving its publishers a choice about whether to go with programmatic ads or traditional “waterfall” ads.

Maybe you don’t care about these things. But I’m sensing that advertising people are arguing in bars about this kind of stuff.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.