Business Wire

Android App Inventory Value Increases Nearly 150 Percent Year-over-Year, as Advertisers Seek to Target Increasingly Valuable Android Users


PubMatic, the marketing automation software company for publishers, today announced that its Q1 2016 Quarterly Mobile Index (QMI) report found that advertisers are increasingly targeting Android users, as Android app inventory prices or CPMs (cost per thousand ad impressions) increased 147 percent, year-over-year. While Apple iOS app inventory prices are still higher on an absolute basis, iOS app CPMs rose only 62 percent year-over-year. This mobile advertising pricing data demonstrates that, globally, Android users represent an increasing value to advertisers.

PubMatic’s Q1 2016 QMI report also found that mobile app and mobile web CPMs grew 67 percent and 57 percent year-over-year, respectively, indicating increasing quality and value across both mobile platforms. The improvement in mobile web value is especially important to premium publishers that typically see the majority of their mobile traffic originating from mobile web (e.g. mobile browsers, such as Safari and Chrome). In the first quarter, 80 percent of monetized mobile inventory came from mobile web—with the remainder from mobile apps—which means that premium publishers are better monetizing on the bulk of their ad inventory.

“The wealth of mobile advertising data from our platform continually helps us understand how advertisers are evolving their strategies to target the unpredictable, increasingly-mobile global consumer,” said Rajeev Goel, Co-Founder and CEO of PubMatic. “We’re seeing major surges in advertiser demand across both mobile app and mobile web platforms, and we expect these trends to continue as premium publishers create more impactful mobile strategies for brand advertisers. This, in turn, will result in higher-quality mobile experiences for consumers.”

Additionally, the report revealed that advertiser demand shifted to private marketplaces (PMPs) during major sporting events in the first quarter, such as the Super Bowl, the Six Nations Championship and NCAA College Basketball Tournament, as advertisers looked to target mobile-fixated consumers who were following these exciting match-ups on their mobile devices. “More media buyers are realizing that PMPs allow them to pre-plan on campaigns ahead of major events, because PMPs offer preferred access to high-quality inventory, at scale,” added Goel.

The quarterly report, which analyzed billions of daily impressions from Q1 2016 operational data, found five key trends in global mobile advertising for the quarter:

  1. Android app inventory value was up nearly 150 percent year-over-year, as advertisers targeted the majority of global mobile consumers
  2. For premium publishers, mobile web represented the majority of mobile traffic and inventory, and a significant monetization opportunity
  3. Average mobile CPMs in the Americas and the EMEA region grew 30 percent and 64 percent, respectively, demonstrating increasing quality of mobile inventory on a global level
  4. Major sporting events attracted significant spending in mobile private marketplaces, driving PMP volume in the sports category over 1000 percent year-over-year
  5. Programmatic is improving mobile CPMs, driving broader mobile advertising growth

To view the full Q1 2016 Quarterly Mobile Index (QMI) report, click HERE.

QMI Methodology

PubMatic’s yield and data analytics team analyzes billions of impressions on a daily basis, utilizing the company’s best-in-class analytics capabilities. The Q1 2016 QMI incorporates impression, revenue and CPM data from these daily reports to provide a high-level glimpse of key trends within the mobile advertising industry. Data is from calendar year Q1 2016, i.e. January 1, 2016 through March 31, 2016. “Monetized impressions” are defined as impressions that were sold through the PubMatic platform, and “CPM” is defined as the cost per one thousand monetized impressions.

About PubMatic

PubMatic is the leading marketing automation software company for publishers. Through real-time analytics, yield management, and workflow automation, PubMatic enables publishers to make smarter inventory decisions and improve revenue performance. Focused on serving the needs of premium publishers, PubMatic inspires buyer confidence by providing flexibility in audience discovery and planning media campaigns through its Media Buyer Console and APIs. The company’s marketing automation software platform provides a global roster of comScore publishers with a single view into their advertiser relationships across every screen, every channel and every format. PubMatic was ranked by Deloitte as one of the fastest growing companies in the US for the fourth consecutive year in 2015. The company has offices worldwide, and is headquartered in Redwood City, California.

PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the property of their respective owners.

This press release and the QMI may contain inaccuracies, and the QMI is based on operational data that has not been audited or reviewed by a third party. They may contain forward-looking statements about future results and other events that have not yet occurred. Actual results may differ materially from PubMatic's expressed expectations due to future risks and uncertainties. PubMatic does not intend to update the information contained in this press release or the QMI if any information or statement contained herein or therein is or later turns out to be inaccurate.

Contact information

Global Press Contact:
Nicole Kapner, 516-343-9134
Corporate Communications Manager

Om Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Følg saker fra Business Wire

Registrer deg med din epostadresse under for å få de nyeste sakene fra Business Wire på epost fortløpende. Du kan melde deg av når som helst.

Siste saker fra Business Wire

LIAF: Experts at the European Parlament - E-Cigarettes Are a Potential Game Changer for European Health20.3.2018 18:27Pressemelding

The following is a statement from LIAF – Lega Italiana Anti Fumo: The panel discussion at the EU Parliament recognises the potential benefits of electronic cigarettes and for European countries to treat these products as regular consumer products to ensure equal access for all Europeans. Following a debate in which leading scientific experts presented the state-of-the-art evidence around e-cigarettes, it became clear that public health is increasingly moving on from an approach that solely advocates ‘quit-or-die’ to a harm reduction strategy. “I’m glad to have brought the Parliament attention to this important issue for public health. Today we have listened to the results of scientific studies and researches from a high-level expert’s roundtable, which have illustrated to us the advantages of electronic cigarettes and the potential public health benefits that these products pose when compared to the conventional cigarettes. As decision-makers, we need to take into considerations these

Morinaga Milk's New Probiotic Strain, Bifidobacterium breve A1, May Prevent Onset of Alzheimer's Disease20.3.2018 18:00Pressemelding

Morinaga Milk Industry Co., Ltd. (TOKYO:2264), a leading Japanese dairy product company, today announced the results of a new study investigating the preventive effects of its new probiotic strain Bifidobacterium breve A1 on a model of Alzheimer’s disease. Researchers found that B. breve A1 improved spatial recognition capability, as well as learning and memory capabilities, in cognitively deficient mice, indicating it could play an important role in preventing the onset of Alzheimer’s Disease in humans.1 This press release features multimedia. View the full release here: (Fig. 1) Effects of B. Breve A1 in improving spatial recognition, learning and memory capabilities (Graphic: Business Wire) The number of patients affected by dementia is increasing worldwide. One report estimates there were 46.8 million people worldwide living with dementia in 2015 and projects this number will reach 131.5 million by 2050.2 Alzheimer’s disease

Dubai Breaks Ground on World’s Biggest CSP Project20.3.2018 16:10Pressemelding

HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, broke ground on the 4th phase of the Mohammed bin Rashid Al Maktoum Solar Park. This is the biggest Concentrated Solar Power (CSP) investment project in the world, based on the Independent Power Producer (IPP) model, and will generate 700MW on a single site. It will have the world’s tallest solar tower at 260 metres, and the largest thermal energy storage capacity in the world. It will provide clean energy to 270,000 residences, reducing 1.4 million tonnes of carbon emissions annually. The project will use two technologies: a 600MW parabolic basin complex and a 100MW solar tower, over 43 square kilometres. This project, with AED14.2 billion in investments, achieved the lowest Levelised Cost of Electricity (LCOE) of USD 7.3 cents per kW/h. This press release features multimedia. View the full release here: Dubai breaks groun

Edgecore Networks Introduces 400G Open Networking20.3.2018 16:00Pressemelding

OCP Summit – Edgecore Networks, the leader in open networking, today announced its contribution to the Open Compute Project (OCP) of the design of a 400 Gigabit Ethernet (400G) data center switch, the industry’s first 400G open design, that will enable public and private network operators to increase dramatically the capacity of their infrastructures. “Four years ago, Edgecore contributed the industry’s first OCP-ACCEPTED™ network product, a 10G top-of-rack switch,” said George Tchaparian, CEO, Edgecore Networks. “Since then, we have contributed over 15 network product designs as open networking technology and deployments grew to include 25G/100G data center fabrics, deep-buffer data center interconnect switches, service provider access infrastructures, open modular chassis, and campus/branch/wireless networks. Now, Edgecore is introducing the industry’s first 400G open network switch, enabling network operators to respond to growing demands for network capacity, and increasing the ban

Technics Organizes World's First Full Turntable Orchestra20.3.2018 14:48Pressemelding

On March 20, 2018, the "Record Day," Panasonic Corporation released the video of the world's first full orchestra performance featuring Technics "turntables (analog record players)" as the only instruments, under the Technics brand's theme, "Rediscover Music." This press release features multimedia. View the full release here: World's First Full Turntable Orchestra organized by Technics (Photo: Business Wire) Videos: - THE PHILHARMONIC TURNTABLE ORCHESTRA - BEHIND THE BEATS : THE PHILHARMONIC TURNTABLE ORCHESTRA "The Philharmonic Turntable Orchestra" special website Thirty renowned DJs from around the world, including DJ Rena, the reigning Japanese world champion (youngest ever world champion in history), who took the "DMC World Championship" title in 2017 at just 12 years old*, came together to create the world's first "turntable orchestra." Using the Technics' iconic tu

Bentley Systems' Year in Infrastructure 2018 Conference and Awards Gala to be Held in London, Oct. 15-1820.3.2018 14:30Pressemelding

Bentley Systems, Incorporated, a leading global provider of comprehensive software solutions for advancing infrastructure, today announced that the Year in Infrastructure 2018 Conference will be held Oct. 15 through 18 in London at the Hilton London Metropole. Presented by Bentley Institute, the conference is a global gathering of leading industry executives and prominent thought leaders in the design, construction, and operations of the world’s infrastructure. The theme of this year’s conference is Going Digital: Advancements in Infrastructure. The conference features nearly 70 speakers and more than 50 informative sessions, including keynotes by leading industry experts, interactive workshops, forums, panel discussions, and product demonstrations. Attendees can visit the Technology Pavilion, which features exhibits and presentations from Bentley Systems and its strategic partners Microsoft, Siemens, Topcon, and Bureau Veritas. On the first day of the conference, Bentley Institute wil