two & a half gamers The Walled Garden Stack: Why No New Mediation Platform Has Survived Since 2017 by Felix Braberg
In this solo episode, Felix Braberg cuts through the hype and breaks down what’s actually happening in mobile ad monetization networks in 2025. The real mediation market is cornered by AppLovin MAX, Unity LevelPlay, and Google AdMob—with upstarts like Amazon Publisher Services and Moloco making surprise moves. But even the biggest ad-revenue studios (Rollic, Habi) are running from ads to IAP-first strategies. ECPMs are down 20 percent from pandemic peaks, networks are harder to work with, and the “walled garden” is stronger than ever.
What’s inside:
Mediation Monopoly: AppLovin MAX now dominates mediation market share, with exclusive features like AdROAS and BlendedROAS campaigns locking in publishers. Unity and Google still matter, but the stack is closed and hostile to new entrants.
Amazon’s Banner Play: Amazon Publisher Services quietly became the top banner revenue source in the US and Europe, beating Google—but getting on the platform is a lottery. Last month, Amazon kicked 100 publishers off with no warning. TAM (Transparent Ad Marketplace) deals are lucrative, but rare.
Moloco’s Rise: Moloco, a DSP, is exploding with rumored $2.2B in 2025 spend, going direct to top publishers with its SDK. Publishers see 8–15 percent ARPDAU boosts on video and 20 percent or more on banners after adding Moloco. The secret? Once DSPs get big enough, they need direct supply, not just reselling.
Ad Monetization Shift: The biggest ad studios are pivoting hard—Habby’s Whittle Defender and Rollic’s latest puzzle hits (Whole People, KnitOut) now get as little as 11–20 percent of revenue from ads, compared to 50–50 splits just two years ago. IAPs are the future, and “remove ads forever” packages are everywhere.
Why ECPMs Are Down: ECPMs are 20 percent below 2021. Reasons include: post-pandemic demand crash, privacy updates (especially iOS), the loss of waterfall calls in mediation (bidding is the default), and “walled garden” platform control. It’s harder than ever to keep prices up or diversify your stack.
Key Takeaway:
If you’re not building your stack around AppLovin, Amazon, and Moloco, you’re missing where the real money flows. But even the best ad ops can’t beat macro headwinds—hybrid monetization is dying, and you need more IAP or you’ll be left behind.
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This is no BS gaming podcast 2.5 gamers session. Sharing actionable insights, dropping knowledge from our day-to-day User Acquisition, Game Design, and Ad monetization jobs. We are definitely not discussing the latest industry news, but having so much fun! Let’s not forget this is a 4 a.m. conference discussion vibe, so let's not take it too seriously.
Panelists: Jakub Remiar, Felix Braberg, Matej Lancaric
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Chapters
00:00 Introduction to Ad Monetization Trends
02:31 Shift from Ad Revenue to IAPs
05:07 ECPM Trends and Market Dynamics
07:22 Mediation Platforms Overview
09:42 Amazon Publisher Services: A New Player
13:30 Moloco: The Rising DSP Star
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Matej Lancaric
User Acquisition & Creatives Consultant
https://lancaric.me
Felix Braberg
Ad monetization consultant
https://www.felixbraberg.com
Jakub Remiar
Game design consultant
https://www.linkedin.com/in/jakubremiar
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