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Mobile advertising mediators. Some questions

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We have finished our first game for IOS/Android and we would like to give it away adding adds to it.

I have been reading a lot about the subject but it is a bit overwhelming for starters. From what I read, it seems there are some important points to have into consideration:

1) Do as much localization as you can (target your audience with ads they could be interested for the zone they live in).
2) Do not over advertise in your application.

At this moment we have decided to go with AdMob. It seems an easy option to setup for beginners and have a good set of ad networks. My question is, will we earn less for example for iAds using adMob than implementing iAds without a mediator? Are adMob paying less than others (this is what I remember for some artilces I read)?.

It would be nice to hear from people with experience on this to let us light our way a bit.
Thanks in advance.

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