Case Study: Huckleberry Publishing achieves 2x ad revenue growth with Google AdMob mediation

Huckleberry Publishing increases overall ad revenue by 2x with AdMob mediation

Huckleberry Publishing, a maker of word and puzzle mobile games (including WordOn with over 225,000 monthly active users), faced poor monetization from an ineffective mediation platform with sparse dashboards, limited testing capabilities, weak support, and suboptimal fill rates. To maximize ad revenue and simplify management, Huckleberry switched to the Google AdMob mediation platform.

Using Google AdMob mediation, Huckleberry expanded ad sources, streamlined setup and optimization, and integrated AdMob with Firebase for combined analytics and monetization insights. The switch doubled overall ad revenue, increased average CPM by 50%, lifted fill rates to nearly 100%, shifted revenue mix from ~70/30 IAP/ads to about 50/50, and reduced time spent managing mediation—enabling hiring and investment in user acquisition.

Huckleberry Publishing

Nicolas Esmede

Chief Commercial Officer