We’re excited to introduce Demand Control Center — a new expansion of Appodeal's suite of monetization tools that gives you the power to build and manage every aspect of the waterfall — your way.

While our powerful ad mediation platform makes it possible for publishers to monetize efficiently without any manual management, there are instances where publishers could benefit from more control of the waterfall.

Now with Demand Control Center (DCC), you have the option to manually manage and control ad units (also known as line items, zones, or placements)/ad network settings according to your unique needs. Ultimately, we’re giving you carte blanche, which leaves the whole waterfall at your disposal with a total flexibility of operations.

Whether it be adding any of your ad network accounts or managing deals with ad networks or adjusting settings for any particular ad unit — you’ll be able to do it on your own. For instance, with ad unit control you can manually change a waterfall priority of any given ad unit for any country to see whether or not it affects the overall performance.

Demand Control Center will co-exist with an automatic waterfall mode where our cutting-edge mediation technologies propel the best eCPM rates for you. Consequently, with DCC you can also manage only a part of the waterfall yourself, leaving the rest to the discretion of the automatic mode of ad mediation.

New features to add more flexibility

So, what exactly does Demand Control Center open up for publishers? Here are vital options enterprise-level users will have early access to:

Direct Ad Networks Relationships Management
We know it’s crucially important to deepen direct relationships with ad networks — without any middlemen. DCC allows you to pave the way for more favorable direct ad network eCPM deals. There’s no need for discussing final terms with anyone but the ad network, and you can tailor any settings yourself.

  • Easily add any of your ad network accounts


  • Directly manage deals with networks

Flexible Waterfalls & Ad Units Controls
Since one size does not fit all, you will be able to choose how you want to set up your waterfalls and ad units for different countries. Feel free to test different setups to determine the optimal ones for each of your target countries.

  • Set up pricefloors (eCPM/ waterfall priority) of any ad unit for any country


  • Enable or disable any ad unit
  • Enable or disable ad network with just one click


  • Enable or disable Parallel Bidding for any ad unit (that supports Parallel Bidding)
  • Switch immediately between automatic and manual modes

Besides the features listed above, we’ll be also adding ad mediation visual editor to DCC. Ad mediation editor will allow changing a waterfall position of any ad unit by just dragging and dropping it.

Our product director, Sergey Melkomukov, thinks of Demand Control Center as a gearbox:


If you prefer driving a regular car, you will probably go with an automatic transmission. If you’re open to experiments and ready to boost your results, like a professional race driver, you will choose a manual transmission and adjust it to your liking and road conditions. That’s exactly what Demand Control Center does — it gives you more freedom, allows to make any adjustments, and provides a realistic monetization landscape.

We’re just getting started

Demand Control Center is yet another step forward in our mission in bringing more power and transparency to publishers. Since most ad monetization solutions on the market are also ad demand sources with their own demands, publishers don't have the option to remove these internal demands, even if their ad revenue is suboptimal.

Our DCC solves this problem at its core by opening up access to the waterfall that is not affiliated with any ad demand source and can be 100% controlled by the publisher.

Enterprise-level and premium Appodeal users will see the MVP version of Demand Control Center in the dashboard soon. We’ll keep you posted on this release, and let you know once it’s available for early access and testing.

Main illustration: Alexander Kostenko