• by Ben Frederick  @mp_benfred, March 15, 2016

Supersonic by ironSource, an independent mobile marketing platform, will support interstitial ads on its mediation platform.

eMarketer predicts that marketers around the world will spend $100 billion on mobile ads this year, the equivalent of half of the global digital ad market. In the U.S., the mobile ad market is expected to grow to $17 billion by 2018. This increase in spending, while good for developers, can also be overwhelming.

“Ad monetization has become an increasingly important part of the developer tool-set, but also an increasingly complicated one to manage,” stated Adam Ben David, vice president, SSP.

Developers need to balance on a razor’s edge, finding the right mix and placement of ads that won’t drive users away, while still monetizing enough to keep the app up and running.

In the past, Supersonic has attempted to meet this need with rewarded video content, a product they still offer. Mediated interstitial support is, David stated, something developers were asking for on a regular basis.

Interstitials also have gotten a bad rap since Google declared them “mobile-unfriendly” last year for sites trying to get better placement through the search company’s algorithm. Google doesn’t control apps sold within it’s store.

ironSource acquired Supersonic in September of last year. Together, they’ve integrated with about 80,000 developers. The company fields about two billion ad requests per month.

The company is integrated with all major ad networks, including Facebook Audience Network, InMobi, Applovin, AdColony, and Chartboost.