Meta Audience Network vs Vungle / Liftoff: eCPM, Fill and Payouts Compared
For a balanced global audience of 10,000 daily users in a typical casual game, our tables put Vungle / Liftoff about 3% ahead of Meta Audience Network. The gap moves with category and region, so the tables below show where each network leads.
Updated · Every figure on this page is an estimate from our benchmark tables, not a quote from any network.
At a glance
| Meta Audience Network | Vungle / Liftoff | |
|---|---|---|
| Formats in our model | Rewarded video, Interstitial, Banner, Native | Rewarded video, Interstitial, Banner, Native |
| Modelled fill rate | 80% | 80% |
| Rewarded eCPM, Tier 1 | $10.50 | $12.00 |
| Interstitial eCPM, Tier 1 | $7.50 | $8.20 |
| Banner eCPM, Tier 3 | $0.09 | $0.08 |
| Payout threshold | Around $100 | Around $100 (account dependent) |
eCPM by format and tier
Android baseline eCPMs in US dollars per 1,000 impressions, before category and platform multipliers.
| Format | Meta Audience Network Tier 1 | Vungle / Liftoff Tier 1 | Meta Audience Network Tier 2 | Vungle / Liftoff Tier 2 | Meta Audience Network Tier 3 | Vungle / Liftoff Tier 3 |
|---|---|---|---|---|---|---|
| Rewarded video | $10.50 | $12.00 | $4.40 | $4.80 | $1.10 | $1.20 |
| Interstitial | $7.50 | $8.20 | $3.00 | $3.20 | $0.80 | $0.80 |
| Banner | $0.85 | $0.70 | $0.38 | $0.30 | $0.09 | $0.08 |
| Native | $4.20 | $3.20 | $1.80 | $1.40 | $0.45 | $0.35 |
| App open | Not offered | Not offered | Not offered | Not offered | Not offered | Not offered |
Native shows the widest Tier 1 gap: Meta Audience Network at $4.20 against Vungle / Liftoff at $3.20.
Which wins for each kind of app
Each row runs 10,000 daily users with that category’s typical format mix and a balanced region split.
| Category | Meta Audience Network | Vungle / Liftoff | Winner | Margin |
|---|---|---|---|---|
| Hypercasual Game | $9,289 | $9,208 | Level | 1% |
| Casual Game | $8,477 | $8,755 | Vungle / Liftoff | 3% |
| Mid-core / Strategy | $9,401 | $10,510 | Vungle / Liftoff | 12% |
| Puzzle Game | $8,391 | $8,806 | Vungle / Liftoff | 5% |
| Utility App | $2,512 | $2,222 | Meta Audience Network | 13% |
| Social / Lifestyle | $5,364 | $4,350 | Meta Audience Network | 23% |
| Finance App | $3,588 | $3,048 | Meta Audience Network | 18% |
| Entertainment App | $5,784 | $5,501 | Meta Audience Network | 5% |
| Education App | $2,783 | $2,804 | Level | 1% |
Meta Audience Network leads in 5 of 9 categories and Vungle / Liftoff in 4. The widest gap is in Social / Lifestyle, where Meta Audience Network earns about 23% more. The closest race is Education App, where the two sit 1% apart.
How region changes the result
The same casual game at 10,000 daily users with three different audience splits.
| Meta Audience Network | Vungle / Liftoff | Winner | |
|---|---|---|---|
| Emerging-market lean | $5,245 | $5,375 | Vungle / Liftoff |
| Balanced global mix | $8,477 | $8,755 | Vungle / Liftoff |
| Tier 1 lean | $12,691 | $13,206 | Vungle / Liftoff |
Vungle / Liftoff stays ahead across all three audience splits, by 2% to 4%.
Meta Audience Network / Vungle / Liftoff
About Meta Audience Network
Meta Audience Network sells your in-app inventory to advertisers who already run campaigns across Facebook and Instagram. In our tables it covers rewarded, interstitial, banner and native, and its native estimate of about $4.20 in Tier 1 is the highest of any mobile network we list.
Strengths
- Advertisers target using Meta's own audience data, which tends to lift prices for Tier 1 users.
- Native ads suit feeds and list screens where the ad can sit among your own content cards.
- As a bidder inside a mediation stack it adds a distinct pool of brand and app advertisers rather than repeating game demand.
Watch-outs
- Meta delivers its demand through bidding, so in practice you reach it through a mediation platform that supports bidding.
- Blended fill of about 80% and no app open format mean it rarely works as your only network.
- Apple's App Tracking Transparency limits how much of Meta's targeting applies to iOS users who decline tracking.
Best for: A social, lifestyle or content app with feed-style screens and a large share of Tier 1 users.
About Vungle / Liftoff
Vungle, now part of Liftoff, is a video-led network whose demand leans towards performance advertisers paying for app installs. Our tables put its Tier 1 Android rewarded estimate at about $12.00 and interstitial at about $8.20, close to AdMob, with fill of around 80%.
Strengths
- Full-screen video is its home ground, and its interstitial estimate edges above AdMob's in our tables.
- It is available as a bidder on the major mediation platforms, so it can add competition without becoming your main SDK.
- Liftoff's user-acquisition business brings advertisers who pay for installs, which suits games with engaged players.
Watch-outs
- Banner is a weak spot at roughly $0.70 in Tier 1, and there is no app open format.
- An 80% blended fill means it performs better as one bidder among several than as a standalone network.
- Payment timing is set contract by contract, so ask about it before you count on a particular date.
Best for: A game that already uses mediation and wants another video specialist bidding on its rewarded and interstitial slots.
Payout terms
| Meta Audience Network | Vungle / Liftoff | |
|---|---|---|
| Threshold | Around $100 | Around $100 (account dependent) |
| Cycle | Monthly, paid after the previous month is finalised | Monthly, net terms vary by contract |
| Methods | Bank transfer; typical terms, confirm in your own account | Wire or ACH; typical terms, confirm in your own account |
Verdict
On our numbers the two are close enough that your category and audience decide it: Meta Audience Network leads in Hypercasual Game, Utility App, Social / Lifestyle, Vungle / Liftoff in Casual Game, Mid-core / Strategy, Puzzle Game.
All figures come from our benchmark tables: Android eCPMs by tier, category or niche multipliers, modelled fill and the iOS multiplier. They are estimates for planning, not quotes.
Questions people ask
Does Meta Audience Network pay more than Vungle / Liftoff?
In our benchmark tables Meta Audience Network earns more in 5 of 9 app categories for a balanced audience, with an average lead of about 9%. Your own results depend on category, region and setup.
Can I run Meta Audience Network and Vungle / Liftoff together?
Usually yes. Most studios reach several networks through a mediation platform so they compete for each impression. Check each network’s current mediation support before you plan around it.
Which has better fill?
Our model uses a fill rate of 80% for Meta Audience Network and 80% for Vungle / Liftoff. Fill varies by country, format and floor settings, so treat these as typical blended figures.