Android 15 AdMob interstitial close button bug overview.

AdMob Android 15 Bug & AppLovin Changes: imp/DAU Down in Aug–Sep 2025

August–September 2025 was a stress test for mobile developers. Across the industry, core monetization metrics dropped unexpectedly—especially retention and impressions per daily active user (imp/DAU).

Two overlapping triggers made the situation worse:

  1. Google’s API 35 deadline (required by September 1).

  2. An AdMob SDK issue on Android 15+: the close (“X”) button on interstitials was rendered outside the ad’s visible area, effectively turning interstitials into non-skippable ads.

At first glance, these looked like sufficient explanations for the sharp decline. A deeper investigation showed the picture was more complex.


The AdMob SDK Issue

Yes, the bug was real and it harmed user experience. Any interstitial effectively became non-skippable, which irritated players and risked churn.

Why this is critical: users can’t close the ad → frustration grows → churn increases → your app’s value erodes.

At CAS.ai, the issue was mitigated starting with SDK version 4.2.1. However, our data indicated that AdMob alone did not explain the imp/DAU drop in early August.


The imp/DAU Slide We Observed

On a partner’s chart we saw a sharp decline on August 11. Initially it could be dismissed as noise, but metrics did not rebound after several days—pointing to a systemic problem.

We ruled out internal causes: AB tests, ad timing changes, mediation tests, or new network integrations. The root cause lay elsewhere.Partner graph: Interstitial & Rewarded events per user drop on August 11, 2025


Revenue Mix: What Changed Across Networks

Classic mediation typically leans on a “top ten” set of networks: AdMob, AppLovin, DT Exchange, Google Ad Manager, ironSource, Meta, Mintegral, Pangle, Unity Ads, Vungle/Liftoff.

In August we saw declines across most networks—except AppLovin. On partner data, the top line (AppLovin) held steady while others dropped. That was our signal: a material change occurred in AppLovin’s delivery logic.

Daily revenue by ad networks — widespread mid-August decline except AppLovin
AppLovin is blue on top

What Did AppLovin Change?

After reviewing creatives and flows, we found AppLovin modified its ad experience, notably for interstitials:

Before: ~5s video + 3s end card.
Now: 7s + 5s + 3s = minimum ~15s.

The key shift: the Skip button is replaced by a Google Play action that takes users directly to the store (instead of to the end card).

This boosts AppLovin’s own performance but disrupts the familiar user journey and alters cross-network balance within mediation.


Market-Level Effects We’re Seeing

  1. Longer ad interaction time.

  2. Higher conversion to store.

  3. Performance pressure on other networks.

  4. Developer-side impact: retention declines, imp/DAU drops, and revenue share shifts toward AppLovin.


What Developers Can Do Now

Option 1 — Negotiate with AppLovin
Ask to restore the previous flow or enable lighter settings.

If negotiations fail:

Option 2 — Temporarily remove AppLovin from mediation

  • In ironSource and AdMob: disable manually.

  • In CAS.ai: contact support to switch it off quickly and cleanly.

Option 3 — Change your mediator
If your current setup doesn’t let you control flow and policies with sufficient granularity, consider a mediator that does.


Takeaways

August–September 2025 exposed how fragile the monetization stack can be.

  • Google introduced chaos with an AdMob SDK bug on Android 15+.

  • AppLovin changed its delivery format, rebalancing outcomes across networks.

Developers should respond proactively:

  • Tune your mediation,

  • Open a dialogue with networks,

  • Test alternatives and document impact.

At CAS.ai, our goal is to help the community surface issues early, share fixes, and keep your revenue stable. If you need a hand reproducing, measuring, or mitigating the patterns described above, we’re here to help.

Loading

Share this article
Shareable URL
Prev Post

How AI is Revolutionizing the Tech Industry

Leave a Reply

Your email address will not be published. Required fields are marked *

Надішліть заявку

Введіть ім'я.

Введіть адресу електронної пошти

Обов'язкове поле

Обов'язкове поле

Паролі мають збігатися

Введіть дійсне посилання

На конференції Рекомендація друга Telegram канал Facebook LinkedIn Youtube Форуми розробників (reddit.co, r10.net, тощо) MGAM PK - LinkedIn Group / CAS Mediation WhatsApp Group Інше

Ваші облікові дані використовуватимуться для доступу до панелі інструментів Cas.ai, тому нам потрібне ваше схвалення

Заявка успішно надіслана!
або зв'яжіться через

Перевірте вашу електронну пошту (включно зі спамом).

If you have received a copy of this message
to the e-mail address you provided, your registration is successful.

Ваша заявка обробляється.

Your personal manager will contact you within 48 hours.
Otherwise, please use the help of our support team.

[email protected]