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QUICK HIT: Apps Are Driving Mobile Ad Growth Globally

Sell-side platform (SSP) Pubmatic released its first Quarterly Mobile Index (QMI) of 2018 and it provides several interesting highlights about mobile app advertising growth, the continuation of header bidding adoption across mobile inventory, and the expansion of cross-channel monetization.

Global app impression volumes monetized by PubMatic rose 84 percent year-over-year in Q1 2018, outpacing the 28 percent growth rate for mobile web inventory over the same period. Apps now account for a firm majority of mobile impressions monetized by PubMatic, with a 59 percent share.

“With advancements in monetization technology, such as server-side header bidding integrations, app developers can now experiment with their demand partner setups to find the optimal yield,” explained Nishant Khatri, VP of product management, ad serving at PubMatic and board member of the IAB Mobile Marketing Center of Excellence. “We are proud to be at the forefront of programmatic innovation, proving not only increased monetization opportunities but also improved user experience, particularly for impressions served on handheld devices.”

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