EnhanceMyApp Episode 09 – How to Avoid SDK Fatigue

In this episode of the EnhanceMyApp podcast, we speak with Enhance’s Co-Founder and CEO Chris Hughes and CTO Luke Mitchell to discuss SDK fatigue, which is an industry term coined to embody the overall feeling a developer has when having to spend time managing yet another third party SDK.

Software Development Kits (SDKs) are collections of code and resources that third party service providers, such as ad networks or analytics systems, require developers to integrate into their app in order to access their service. The various types of services a developer can get access to is vast, and many of them are directly related to the app’s revenue, making them incredibly important. The issue is getting those services integrated into their apps quickly and efficiently. A developer must manually integrate SDKs provided by the service they wish to access, and that process can range anywhere between a few hours, all the way up to a week. It’s time consuming for a number of reasons, but since each SDK is owned and created by different companies, they each have their own documentation, rules, and potential conflicts with your existing code.

Imagine spending days integrating a service, only to find out it didn’t perform the way you had hoped, or it breaks your app, so you have to ultimately scrap it. Many development hours have been syphoned into SDK black holes, which has lead to developers putting less and less time into trying new services, possibly affecting their bottom line.

Chris expounds on this scenario from personal experience, explaining that a mobile publishing company he also co-founded, FGL, suffered from SDK fatigue as well. FGL publishes thousands of apps that predominantly monetize via in-app ads, so when new ad networks would offer better eCPM rates if FGL would integrate their SDK, it became an overwhelming chore. Since this issue was affecting FGL’s revenue, Luke and his engineering team began developing a solution that could automate the integration of third party SDKs.

They created an ingenious system that only required them to integrate a set of generic placeholder ad calls in every app, then using a web interface, simply choose which ad networks to be called into those placeholders. And the best part? The technology automatically and properly injects full SDK code of any number of desired services directly into a compiled app file in less than 5 minutes.

After successfully using this system for months, FGL realized that it would benefit the mobile development community as a whole. Thus, Enhance was born, becoming a standalone service for all to use. A free platform that saves countless hours of development time in an area most developers frankly hate. Now Enhance supports over 60 SDKs ranging from ads and analytics to push notifications and in-app purchases. Some services can even be integrated without writing a single line of code. If you’re a publisher or developer who suffers from SDK fatigue, we encourage you to check out Enhance today!

We’d like to thank Chris Hughes and Luke Mitchell from Enhance for taking the time to speak about this revolutionary SDK management technology.

If you’re enjoying our podcast, you can follow it on any of your favorite platforms. Head over to enhance.co/podcast to find all the links. Also, don’t forget to follow us on Facebook, Twitter, and Instagram to get updates about Enhance and our podcast!


If you missed our last episode where we discussed header bidding and how you can use it to increase your in-app ad revenue, you can check it out here.

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