Observed Signal · Oct 28, 2026 · Corporate Update · Source: CAS.AI · Impact: 2/5
Mobile App Monetization Metrics Glossary
Mobile mediation platform CAS.AI has published an educational glossary detailing key metrics for mobile app monetization, including eCPM, fill rate, ARPDAU, and eROAS. Authored by CEO and Co-Founder Oleg Shlyamovych, the guide explains metric calculations, common publisher pitfalls, and ad auction mechanisms like waterfalls and header bidding. The company aims to position its mediation technology and Growth Operator services to help mobile app developers diagnose revenue leaks and optimize monetization.
The guide serves as targeted content marketing reinforcing the industry shift from legacy waterfall mediation to hybrid and header bidding setups while educating publishers on holistic revenue tracking.
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Key Takeaways & Evidence Grounding
- CAS.AI published a comprehensive mobile app monetization metrics glossary authored by CEO & Co-Founder Oleg Shlyamovych.
- The guide outlines definitions, formulas, and pitfalls for metrics including eCPM, ad fill rate, ARPDAU, ARPMAU, CPI, and eROAS.
- The publication breaks down programmatic auction mechanisms, contrasting sequential ad waterfalls with in-app header bidding and real-time bidding (RTB).
- A weekly 6-step publisher checklist is provided to audit ARPDAU, fill rates, format eCPMs, cohort eROAS, app-ads.txt files, and mediation waterfalls.
- CAS.AI uses the guide to promote its mediation platform and Growth Operator advisory services for app publishers and studios.
Connected Companies & Entities
1 Entity mapped“Mobile ad mediation and monetization platform that published the educational metrics guide.”
Related Market Signals & Shifts
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Bridging UA and Monetization
CAS.AI's blog post argues that mobile app user acquisition and monetization teams often operate in silos, producing misleading RoAS because user-level ad revenue is excluded from calculations. It advocates user-level ad revenue attribution to blend IAP and advertising revenue into RoAS, ARPU, LTV, and CPA-to-LTV metrics. A hypothetical example shows a campaign that looks weak on IAP-only RoAS becomes nearly twice as strong when attributed ad revenue is included. The article provides shared metrics and practical optimization steps for UA and monetization teams.
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