The short version

Eric Seufert predicted on December 19, 2023: “I believe the advertising yield management (mediation) space will become more competitive in 2024, with publishers seeking better optimisation methods for their inventory given the challenging mobile gaming operating environment. [...] As that genre [hypercasual gaming] swiftly contracts and casual publishers seek better yield on their inventory, mediation platforms will need to compete…

Prediction by

Eric Seufert

On December 19, 2023

“I believe the advertising yield management (mediation) space will become more competitive in 2024, with publishers seeking better optimisation methods for their inventory given the challenging mobile gaming operating environment. [...] As that genre [hypercasual gaming] swiftly contracts and casual publishers seek better yield on their inventory, mediation platforms will need to compete on optimization offerings, which may allow upstarts to enter a space that has been ossified for the past several years in terms of offerings.”

Follow-up

The mediation space saw heightened competition, but major "upstarts" didn't disrupt the dominance of existing players by end-2025.

From the High Caliber AI network — see the AI for PR module in the course.