Generalists are
built for blogs.
You are not a blog.
Generalist Prebid setups are optimized for article pages: scroll-based content and standard display placements. Casual game sites have different formats, different distribution models, and audiences that block ads far more often than the general web. The provider matters.
400+ gaming sites run on Yolla. 99%+ all-time partner retention.
THE PROBLEM
The blog vs. gaming problem
Generalist Prebid providers
Built for content sites: blogs, news, lifestyle publishers. Their auction configurations, floor models, and format libraries are tuned for scroll-based reading experiences. Standard display and video. Often self-service or lightly managed. They work well for what they are designed for, and most of the web is content sites.
Yolla Media
Built for casual game sites. Our stack includes break-point timing (between levels, on game over), embed distribution tracking, and floor strategy tuned for gaming traffic. First-party ad-block recovery addresses the high ad-block rates of casual gaming audiences. Fully managed: we build, deploy, and operate the stack.
This is not a criticism of general providers. They are built for their audience, and they serve it well. The question is whether your gaming site is that audience.
SPECIALIZATION
Why gaming requires a specialist
Gaming audiences block ads well above the general rate
Blocked sessions usually earn nothing, and on gaming sites there are a lot of them. First-party recovery tuned for gaming audiences brings part of that revenue back.
Gaming ad formats aren't a priority in blog monetization
Interstitials and rewarded ads with break-point timing (between levels, on game over). These formats require understanding when a player is between actions, not just when they scroll past a paragraph. A setup optimized for article pages isn't built around them.
Video pipelines must work around gameplay
Preroll before game load, floating video that follows the viewport during gameplay, outstream units that trigger between sessions. These are timing and placement problems specific to gaming pages. A video implementation designed for content sites can interrupt the game instead of fitting around it.
Embed distribution breaks standard revenue tracking
Games distributed across third-party portals and embed sites generate impressions on domains you do not control. Per-domain revenue attribution, embed-specific floor strategy, and supply-chain validation across distribution partners are problems content-focused setups rarely need to solve.
Page speed matters where search traffic matters
Casual game sites depend heavily on search traffic, and Core Web Vitals feed search rankings. We reserve space for every slot, lazy-load ads below the fold, and refresh only ads that are in view, so the ad load doesn't compete with your games.
SIDE-BY-SIDE
What to check, and how Yolla answers
| Factor | What to ask any provider | Yolla Media |
|---|---|---|
| Vertical focus | Which kinds of sites is it built for? | Casual game sites only: web games, portals, HTML5 distribution |
| Gaming ad formats | Does it support gaming formats? | Interstitials and rewarded video, with break-point timing |
| In-game ad timing | Can ads react to game state? | Break-point timing (between levels, on game over) |
| Ad-block recovery | Is recovery first-party and tuned for gaming? | First-party, gaming-specific ad-block recovery |
| Embed distribution tracking | Can it attribute revenue across embed sites? | Per-domain attribution across third-party portals and embed sites |
| Stack ownership | Is the stack off-the-shelf or built in-house? | Proprietary stack, owned and maintained in-house, gaming-tuned |
| Video pipeline | Which video formats run around gameplay? | Preroll, outstream, rewarded, floating video, companion ads, IMA SDK |
| Floor strategy | How are floors set? | Tuned to gaming traffic: geography, session depth, game type |
| Page speed | How do ads load? | Reserved slot space, lazy loading, viewport-aware refresh |
| Consent management | How is consent handled? | Consent management built into the ad tag (IAB TCF) |
| Publisher support model | Who manages the stack day to day? | Fully managed by a dedicated casual-gaming ad-ops team |
| Publisher retention | What is their publisher retention? | 99%+ all-time |
| GCPP status | Are they a Google Certified Publishing Partner? | Google Certified Publishing Partner |
Vertical focus
- What to ask any provider
- Which kinds of sites is it built for?
- Yolla Media
- Casual game sites only: web games, portals, HTML5 distribution
Gaming ad formats
- What to ask any provider
- Does it support gaming formats?
- Yolla Media
- Interstitials and rewarded video, with break-point timing
In-game ad timing
- What to ask any provider
- Can ads react to game state?
- Yolla Media
- Break-point timing (between levels, on game over)
Ad-block recovery
- What to ask any provider
- Is recovery first-party and tuned for gaming?
- Yolla Media
- First-party, gaming-specific ad-block recovery
Embed distribution tracking
- What to ask any provider
- Can it attribute revenue across embed sites?
- Yolla Media
- Per-domain attribution across third-party portals and embed sites
Stack ownership
- What to ask any provider
- Is the stack off-the-shelf or built in-house?
- Yolla Media
- Proprietary stack, owned and maintained in-house, gaming-tuned
Video pipeline
- What to ask any provider
- Which video formats run around gameplay?
- Yolla Media
- Preroll, outstream, rewarded, floating video, companion ads, IMA SDK
Floor strategy
- What to ask any provider
- How are floors set?
- Yolla Media
- Tuned to gaming traffic: geography, session depth, game type
Page speed
- What to ask any provider
- How do ads load?
- Yolla Media
- Reserved slot space, lazy loading, viewport-aware refresh
Consent management
- What to ask any provider
- How is consent handled?
- Yolla Media
- Consent management built into the ad tag (IAB TCF)
Publisher support model
- What to ask any provider
- Who manages the stack day to day?
- Yolla Media
- Fully managed by a dedicated casual-gaming ad-ops team
Publisher retention
- What to ask any provider
- What is their publisher retention?
- Yolla Media
- 99%+ all-time
GCPP status
- What to ask any provider
- Are they a Google Certified Publishing Partner?
- Yolla Media
- Google Certified Publishing Partner
When a general provider is the right choice
This is worth saying directly.
If your site is primarily a content site (articles, guides, reviews) with games as a secondary feature, a generalist Prebid provider is likely a better fit. Their optimizations are designed for exactly that content profile.
If you run a self-service operation and prefer to configure your own ad stack, several general providers offer strong tooling for that model. Yolla is a managed service: we handle the work, which suits publishers who want the revenue without the configuration overhead.
Yolla reviews every gaming site, and fit depends on your traffic and content. If you are not sure where you stand, ask for an estimate and we will tell you directly.
PROCESS
How switching works
Three steps from first conversation to a live, managed ad stack.
Get a revenue estimate
Tell us about your sites — monthly traffic, game types, and what you are currently running. We reply within two business days. No obligation.
We build your custom ad stack
Yolla compiles a per-publisher ad tag configured for your traffic profile, game types, and audience. Sites are typically live within 48 hours of approval.
You watch the revenue
The Yolla dashboard shows CPMs, fill rates, bid landscape data, and per-game attribution from day one.
No setup fee. Revenue share model: we earn a share of revenue, so we earn more only when you earn more.
You're not a blog. Your ad stack shouldn't be either.
400+ gaming sites run on Yolla. See what we can do for yours.