FunCorp is a developer of UGC entertainment apps, the most popular of which today is iFunny. It is among the top 50 entertainment apps and top five advertising platforms in the United States.

We display ads in iFunny over 100,000,000 times a day. However, we do not sell ads directly. All of our traffic comes through our advertising partners. This is a complicated system involving multiple Supply Side Platforms (SSP), including MoPub, Transparency Ad Marketplace, Ad Networks, and Ad Exchanges. To operate with various traffic sources, we use an in-house mediation tool.

We are always happy to work with new…

We’ll take a look at how SDKs are embedded to how they operate via a mediator, how their results are used, how header bidding and waterfall methods are related.

Most developers use advertising to monetize their apps. This benefits both developers since they are a powerful tool for making profits and users, allowing them to use free apps. Among publishers, the most popular ways to receive ads are waterfall and header bidding. This article will examine how these two methods get along in the app (using iFunny as an example) and show a few tricks to help us achieve greater resilience when operating numerous libraries from third-party developers.

Header bidding

First things first, let us look into the critical distinctions between the waterfall and header bidding model. The waterfall model implies…

This review discusses the types of threats hidden in ads, from illegal content to malicious scripts, as well as feedback management, analytics, and complaint processing. We also share our own experience counteracting malicious ads

Ads have gone above and beyond from being a mere monetization tool; they are now, in many ways, an integral part of app content. Facebook, TikTok, Twitter, and many other media offer native advertising, which is integrated directly into the main feed, and that’s why any poorly designed or fraudulent creatives not only provoke a negative response from users but have a direct impact on the product metrics. Publishers need to approach this issue with the utmost diligence, which is why we have implemented a stand-alone flow for reporting ads directly from FunCorp apps.

The main issue is that, despite…

Year after year, March 8th is celebrated as International Women’s Day all over the world. It marks the social, economic, cultural, and political achievements of women while highlighting the problems they face in day-to-day life and the professional environment. The day also marks a call to action for accelerating gender parity.

Photo by Hannah Busing on Unsplash

This year’s campaign theme is ‘Women in leadership: Achieving an equal future in a Covid-19 world’. A social media campaign will be held to encourage women to #ChooseToChallenge and call out gender bias and inequality. On this IWD and every day, FunCorp is committed to celebrating women’s social, economic, and cultural achievements. Our commitment to advancing gender parity and celebrating women goes beyond IWD. We embrace every employee’s diversity through an inclusive and accountable culture embedded in our values and is a critical component of our success. …

The marketing landscape has evolved dramatically in response to rapidly-changing consumer trends in the advertising industry. Most tellingly, the digital revolution continues to spiral. According to Salesforce, digital advertising in the United States is increasing by 20% year on year. Despite this, many brands are still struggling to understand their digital ads. Since the investment is going into these ads, all eyes and ears are naturally pointed to one question: “How do I make it more effective?”

The answer to that is advertising research, often referred to as ad testing, aims to determine an ad’s effectiveness based on consumer responses…

The constant development of mobile technologies and the rapid use and proliferation of mobile devices inevitably caused the mobile ad market to expand. Users interacting with apps are increasingly encountering different ad types. Here we will review the features of every kind of mobile ad and highlight their differences.

Key terminology

  • Placement means the place where the ad is situated. The placement of the ad depends on the type of ad, its content, and its creative features.
  • Inventory means a set of all placements a publisher offers or all advertising spaces provided by a platform to the advertiser for placing creative ads.


To increase user engagement with ads, advertisers require that ad SDKs support ads (creatives) containing images, video, and JavaScript. Many modern ad SDKs support such creatives. For example, the MoPub SDK provides the option to display HTML and MRAID creatives that run on WebView.

In the iFunny app, we also display HTML and MRAID ads and use MoPub, a Twitter solution, as our SDK. This article will study the core mechanisms of advertising, using MoPub banner ads and the iFunny iOS app as examples.

Querying and retrieving ads

MoPub SDK is an advertising marketplace that connects advertisers to mobile app publishers. The MoPub SDK…


Countless applications collect user data these days. This data collection means vast volumes of data that only keep growing. Moreover, modern businesses and IT organizations often share data on their users. This most often tends to happen in the banking and financial sectors, as well as advertising. Thus, the processing and exchange of personal data have become a significant part of international economic relations. Some of the notable laws currently governing user data processing and measures to protect it are the European General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

First of all, let’s define what…

Monetization through advertising is one of the leading models for generating income through a mobile app or any other mobile product. When you throw in advertising onto your product, you become a publisher. Any publisher’s goal is to maximize advertising revenue, but you cannot calculate your revenue unless you have accurate and fine-tuned analytics in place. This article will further explain what types of ad analytics exist, why the publisher needs to tally up events on their end, what kinds of events we process on iFunny and our other apps, and how we process them. …

Part 2 of our in-depth review of various online advertising


Native advertising is made up of embedded ad units and is one of the most common and growing forms of advertising for mobile apps. This format is incorporated as naturally as possible into the app’s graphical interface. It is perceived as an integral part of the content, which, in turn, provides useful product metrics. Moreover, native ads are less irritating to users than, for example, banner ads.

Typically, these ads are seen in both news and social media apps. The iFunny app also has native advertising. …


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