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Selecting an Effective Advertising Format. Developers must carefully select the ideal combination of ad formats to optimize revenue without sacrificing user experience, as each has pros and cons of its own. Ad Mediation: Optimizing Ad Revenue. To maximize their ad revenue, developers can make use of ad mediation platforms. These platforms enable developers to incorporate various ad networks into their applications and choose the top-performing ads automatically by taking into account metrics like fill rate and eCPM (effective cost per mille).