GlobeNewswire

New Independent Research Study Uncovers Why Buyers Are Embracing Programmatic In-App Advertising

Share

Buyers cite targeting capabilities and inventory quality as the top criteria for choosing programmatic in-app publisher partners

REDWOOD CITY, Calif., Feb. 05, 2019 (GLOBE NEWSWIRE) -- PubMatic, the publisher-focused sell-side platform (SSP) for an open digital media future, today released a commissioned study conducted by Forrester Consulting on behalf of PubMatic, which found that buyers are allocating nearly a quarter of digital advertising budgets to mobile apps to capitalize on increased targeting and customer engagement, despite concerns about in-app fraud and measurability. The findings of this study provide vital recommendations and steps publishers can take to maximize ad revenue from mobile in-app environments.

In October 2018, PubMatic commissioned Forrester Consulting to explore how media buying organizations plan, and purchase, programmatic in-app advertising to empower publishers and app developers to take advantage of the growing investment in in-app. The study found buyers are allocating nearly half (45 percent) of their digital advertising budgets to mobile, split evenly between web and app. Additionally, media professionals are opting for programmatic buys, via both programmatic direct and open exchange, over direct buys for in-app inventory.

Better customer engagement and targeting abilities are driving investment in in-app ads, with about three-quarters of marketers buying the format programmatically because the medium offers these benefits. Further, over half of all respondents expressed that in-app delivers on those promises. Fifty-six percent of respondents say they experienced better audience targeting with in-app ads while 54 percent received more effective customer engagement from the format.

While investment in in-app is growing, this study also highlights the top pain points and challenges marketers and agencies face with in-app advertising:

  • Fear of fraud is the number one concern in in-app advertising among brand advertisers (52 percent), who are far more likely to consider it a key challenge than their agency partners (36 percent)
  • Viewability measurement challenges top the list of concerns with in-app advertising for agencies (48 percent), many of whom still rely on traditional KPIs to measure their in-app campaigns
  • Media buyers want assistance from publishers and technology providers in addressing these concerns, by offering fraud verification (over 50 percent) and viewability verification (47 percent)
  • Publishers can assist by focusing on their targeting capabilities and quality, with nearly three-quarters (73 percent) of respondents citing targeting as the most important criterion for choosing an in-app publisher, and over half identifying inventory quality (58 percent) and a brand safe environment (56 percent) as top criteria

“As buyers increasingly embrace programmatic in-app opportunities, transparency and quality are critically important,” said Paulina Klimenko, Senior Vice President of Corporate Development & General Manager of Mobile at PubMatic. “Brands are leveraging their buying power to make smarter investments in programmatic, and it is imperative that publishers and ad tech providers alike understand buyers’ needs and challenges with regard to in-app environments. By focusing and innovating around data capabilities and inventory quality, supply providers can capitalize on the growing opportunities available in-app.”

PubMatic hopes the release of this study provides publishers with a better understanding of the opportunities and challenges buyers see with in-app advertising, while giving publishers and app developers important recommendations to develop informed strategies to monetize and optimize their in-app inventory.

To learn more and download the study, please visit  https://pubmatic.com/reports/in-app-environments-advertising-forrester 

Methodology
Forrester conducted this study with an online survey of 336 respondents and 4 interviews with media buying and planning decision makers at brands, agencies, and technology providers in the US, Europe, and APAC.

About PubMatic
PubMatic is a publisher-focused sell-side platform for an open digital media future. Featuring leading omni-channel revenue automation technology for publishers and enterprise-grade programmatic tools for media buyers, PubMatic’s publisher-first approach enables advertisers to access premium inventory at scale. Processing over 12 trillion advertiser bids per month, PubMatic has created a global infrastructure to drive publisher monetization and control over their ad inventory. Since 2006, PubMatic’s focus on data and technology innovation has fueled the rise of the programmatic industry as a whole. Headquartered in Redwood City, California, PubMatic operates 13 offices and six data centers worldwide.

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

Press Contact:
Blast PR
pubmatic@blastpr.com

About GlobeNewswire

GlobeNewswire
GlobeNewswire
One Liberty Plaza - 165 Broadway
NY 10006 New York

https://globenewswire.com

GlobeNewswire is one of the world's largest newswire distribution networks, specializing in the delivery of corporate press releases financial disclosures and multimedia content to the media, investment community, individual investors and the general public.

Subscribe to releases from GlobeNewswire

Subscribe to all the latest releases from GlobeNewswire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from GlobeNewswire

Medtronic Evolut TAVR System Receives Expanded Indication to Treat Symptomatic Severe Aortic Stenosis Patients at Low Risk for Surgical Mortality16.8.2019 17:17:00 CESTPress release

Expanded TAVR Indication to Younger, More Active Patients Signals Groundbreaking Shift in the Future Treatment of Heart Valve Disease DUBLIN, Aug. 16, 2019 (GLOBE NEWSWIRE) -- Medtronic plc (NYSE:MDT) today announced U.S. Food and Drug Administration (FDA) approval of the Evolut™ Transcatheter Aortic Valve Replacement (TAVR) system for patients with symptomatic severe native aortic stenosis who are at a low risk of surgical mortality. The low-risk patient population is the final surgical risk category to be approved for this minimally invasive alternative to open-heart surgical valve replacement (SAVR) and includes patients who may be younger and more active than higher-risk patients. The expanded indication approval is based on randomized clinical data from the global, prospective, multi-center Evolut Low Risk Trial, which evaluated three valve generations (CoreValve™, Evolut™ R, and Evolut™ PRO valves) in more than 1,400 patients. The data showed TAVR to have an excellent safety prof

Acacia Pharma Group plc - Issue of Equity on Exercise of Options16.8.2019 16:39:00 CESTPress release

Cambridge, UK and Indianapolis, US – 16 August 2019: Acacia Pharma Group plc (the "Company”) (EURONEXT: ACPH), a hospital pharmaceutical company focused on the development and commercialisation of new nausea and vomiting treatments for surgical and cancer patients, announces that application has been made to Euronext Brussels for the admission of the 106,997 Ordinary Shares of £0.02 each (the “New Ordinary Shares”) to trading on Euronext Brussels ("Admission") to satisfy the exercise of options granted under the Company’s [Enterprise Management Incentive Share Option Plan]. The New Ordinary Shares will rank pari passu in all respects with the Company's existing Ordinary Shares in issue. Following issue of the New Ordinary Shares, the Company's total issued share capital will consist of 53,442,417 Ordinary Shares with one voting right per share. The Company does not hold any Ordinary Shares in Treasury. Therefore, following the issue of the New Ordinary Shares, the total number of votin

Conditions for Riksbank Bid Procedures Sek Bonds16.8.2019 16:20:00 CESTPress release

Sveriges Riksbank Bid procedure details Government Bonds, 2019-08-22 Maturity date Loan ISIN code Coupon Volume, SEK million 2025-05-12 1058 SE0005676608 2.50 % 500 +/- 250 2029-11-12 1061 SE0011281922 0.75 % 500 +/ -250 Settlement date 2019-08-26 Bids have to be entered by 10.00 on AUG 22, 2019 Highest permitted bid volume: 500 SEK million in issue SGB 1058 and 500 SEK million in issue SGB 1061 Lowest permitted bid volume: 50 SEK million Bids only through counterparties approved by the Riksbank RESULT OF AUCTION WILL BE PUBLISHED NO LATER THAN 10.10 (CEST) ON AUG 22, 2019 For more information, please contact: Trading desk at the Riksbank + 46 8 696 6970 General and special terms and conditions can be retrieved at http://www.riksbank.se

Correction: Prosafe SE: Publication of Information Memorandum16.8.2019 15:05:00 CESTPress release

Correction: the Information Memorandum was not attached to the previous announcement, and has now been attached. Not for release, publication or distribution, in whole or in part, in or into any jurisdiction where to do so would constitute a violation of the relevant laws of such jurisdiction. Reference is made to announcement of 3 June 2019 concerning the merger agreement between Prosafe SE ("Prosafe", OSE ticker PRS) and Floatel International Ltd ("Floatel"). Pursuant to section 3.5 of the Oslo Stock Exchange Continuing Obligations for listed companies, Prosafe has today published an information memorandum in respect of the merger. A copy of the information memorandum is available on www.newsweb.no and on Prosafe's website along with relevant financial reports at the following link: https://www.prosafe.com/information-memorandum/category1096.html Stavanger, 16 August 2019 Prosafe SE For further questions, please contact: Glen Ole Rødland, Chairman of Prosafe: + 47 907 41 662 Jesper K

Avance Gas Holding Ltd - Invitation to Earnings Release Audio Webcast for the Second Quarter of 201916.8.2019 14:38:00 CESTPress release

Bermuda, 16 August 2019 - Avance Gas Holding Ltd (OSE: "AVANCE"), will on Thursday 22 August 2019 release its unaudited results for the second quarter of 2019. In connection with the earnings release, an audio webcast and conference call will be held at 15:00 (CET). The webcast can be accessed at Avance Gas' website www.avancegas.com. Dial in details are +44 (0) 2071 928 000 (UK and International), +1 631 510 7495 (US) or +47 23 96 02 64 (Norway). Please quote the passcode: 3835678. Phone lines will open 10 minutes before the conference call. For further queries, please contact: Peder C. G. Simonsen CFO Tel: +47 22 00 48 15 Email: p.simonsen@avancegas.com ABOUT AVANCE GAS Avance Gas Holding Ltd operates in the global market for transportation of liquefied petroleum gas (LPG). The Company is one of the world's leading owners and operators of very large gas carriers (VLGCs), operating a fleet of 14 modern VLGC. For more information about Avance Gas, please visit: www.avancegas.com This i