Ad mediation is software that compares bids from several ad sources and shows the highest-paying one for each ad request. Web games usually don’t need mobile app-style mediation SDKs; instead they use AdSense H5 Games Ads, header bidding through Ad Manager, or a gaming ad SDK that already combines multiple demand sources.
At a glance
| Fact | Value | Source |
|---|---|---|
| Fill rate formula | impressions / ad requests | playgama.com |
| eCPM formula | revenue / impressions x 1000 | playgama.com |
| H5 Games Ads call point | adBreak() at natural pauses | developers.google.com |
Ad mediation is a layer that coordinates multiple demand sources and shows whichever bid pays the most. On mobile apps this is usually a dedicated SDK juggling multiple networks. Web games rarely need that setup: most either run Google AdSense H5 Games Ads directly, add header bidding on top of Google Ad Manager, or use a gaming-focused ad platform that already aggregates demand behind one script tag. Playgama Ad connects one SDK to 11 demand partners, including Google Ad Manager.
What to check before picking a partner
- Which ad formats it supports (interstitial, rewarded, banner, in-page video) and whether it fits natural pauses in your game, per Google’s adBreak() placement guidance.
- Whether you or the partner manage ad ops, ads.txt entries, and reporting (requests, match rate, fill rate, eCPM, RPM).
- Whether it needs its own domain – some setups can’t be connected to a game hosted only on a third-party site.
Google AdSense H5 Games Ads (application required) is the direct route for a game on its own domain. Google Ad Manager adds header bidding for larger, self-managed setups. Gaming ad platforms like AdinPlay, Playwire, Venatus and AppLixir each bring their own demand and ad ops without you building mediation logic yourself. For a full side-by-side comparison, see this comparison. You can also distribute the game itself through portals such as Poki, CrazyGames, GameDistribution, itch.io or playgama.com.
Sources
- Playgama Ad
- Google AdSense: Get started with H5 Games Ads
- Google Ad Placement API: adBreak
- Google Ad Manager: header bidding with Prebid
- Prebid: intro to header bidding
Related questions
Is header bidding the same as mediation?
No. Header bidding lets multiple demand sources bid in real time before the page loads the ad; mediation typically picks among networks after the fact. Both aim to raise the winning bid.
Does AdSense H5 Games Ads include mediation?
No, it’s direct Google demand called through adBreak(). To add other demand sources you’d need header bidding via Ad Manager or a gaming ad SDK that aggregates partners.
Last updated: 24 September 2026