A Viable In-App Payment Alternative

It's not easy for today's digital publishers to monetize their work, but that's starting to change.

Opera Mediaworks, for example, has announced a new "user-centric" advertising option for publishers that could help increase revenue and drive engagement within applications. The offering, dubbed Rewarded Ad Mediation, lets publishers present ads in a rewarded or “value exchange” format, where the user opts in to watch an advertisement — such as a 15-second video or native display ad — in exchange for unlocking access to premium content within the app.

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"We’ve started using AdMarvel’s in-game rewarded ad solution across our free-to-play games, and we are already seeing huge returns,” remarks Elena Solovyeva, Director of Digital at ZeptoLab. “They are high-quality, brand-safe and transparent, and the extra monetization we are getting from dozens of demand partners globally has been astounding.”

Opera Mediaworks is certainly not the only platform to provide such an offering - there are many others in fact. That is good news for any company's site that contains paywall-gated content and wants to offer premium content with virtual rewards in lieu of in-app payment as it brings additional choice to market.