Every ad format has strengths and trade-offs. The publishers generating the most revenue per user use a carefully calibrated mix.
The Format Hierarchy
Rewarded video at the top, followed by interstitials, then native, then banners. But eCPM alone does not determine which formats to use.
Building Your Format Mix
Start with rewarded video at natural reward moments. Add interstitials at transitions every 3-5 minutes. Use banners for baseline revenue. Consider native for content apps.
The optimal ad format mix maximizes total ARPDAU across all formats while keeping retention healthy. If adding a format increases daily revenue by 8 percent but drops 30-day retention by 3 percent, the long-term math does not work.
Measuring the Mix
Track ARPDAU broken down by format. Track retention alongside revenue. Run A/B tests when adding or adjusting any format.