In-app advertising has emerged as a dominant monetization strategy for both gaming and non-gaming apps, with 81% of gaming apps and 49% of non-gaming apps utilizing this approach, contributing to the global mobile ad spending which has reached $240 billion. To optimize ad performance and revenue, app developers increasingly rely on mobile ad mediation tools, which manage multiple ad networks from a single SDK, providing better fill rates and higher eCPMs. Key players in this space include AdMob, Appodeal, Mopub, ironSource, Fyber, Tapdaq, AdMost, Epom Apps, and ConsoliAds, each offering various features like hybrid bidding, powerful analytics, A/B testing, and diverse platform support. These tools help developers navigate the complexities of integrating multiple ad networks and allow them to maximize revenue by leveraging competition among networks.