New PubMatic Research Shows Private Marketplaces Drive Global Mobile Advertising Growth
PubMatic, the publisher-focused sell-side platform (SSP) for an open digital media future, today announced findings from its Q4 2017 Quarterly Mobile Index (QMI). The report, which identifies trends in mobile advertising, found that mobile private marketplaces (PMPs) monetized impression volume increased by 37 percent year-over-year (YOY) in Q4 2017, adding to a long growth streak for mobile PMPs now spanning eight consecutive quarters.
The upswing for mobile PMPs is attributed to major marketers continuing to increase spend through programmatic channels. PMPs offer robust options for advertisers to gain access to premium inventory coupled with safeguards for ad fraud and brand risk, amid growing concerns about quality, viewability and transparency. For publishers, PMPs provide more control over their inventory and partnership with buyers. As a result, mobile PMP eCPMs globally in 2017 were priced at a 155 percent premium, compared to those paid for the average mobile open exchange impression.
“We have seen a profound shift towards supply chain integrity and quality in 2017,” explained Rajeev Goel, co-founder and CEO of PubMatic. “We expect this trend towards quality and programmatic direct to continue in 2018 as advertisers increasingly demand higher standards for transacting. As an industry, we need to continue our efforts in giving buyers access to highly-engaged mobile audiences in a brand safe environment while providing sellers greater visibility and control.”
Additionally, PubMatic’s new report shows mobile header bidding moved into the mainstream and approached maturity at the end of 2017, with global volume growth rates slowing to ‘merely’ robust levels by Q4. Mobile web experienced 121 percent YOY growth in header bidding impression volume in Q4 2017, more closely aligning with desktop inventory, which experienced an 81 percent YOY impression growth rate over the same period. As publishers deepened their header bidding expertise, the popularity of hybrid solutions offering both client- and server-side integrations, such as PubMatic’s OpenWrap, rose from 13.6 percent to 20.7 percent adoption rate between September and December 2017 according to ServerBid.
More highlights from the Q4 2017 Quarterly Mobile Index include:
- Apps drove mobile volume growth in 2017, while mobile web eCPMs rose more than 50 percent YOY globally.
- Android built a dominant OS lead to represent roughly eight-in-ten monetized mobile app impressions worldwide in 2017, while iOS delivered higher eCPMs.
- Header bidding impression volumes monetized via mobile web in 2017 expanded fastest in APAC where they rose 43X YOY, followed by 4X YOY expansion in EMEA and 1.5X in the Americas.
- Mobile video remained a developing opportunity as its global footprint expanded with mobile video eCPMs catching up to desktop in 2017.
Visit the PubMatic website to view the full Q4 2017 Quarterly Mobile Index report.
PubMatic’s yield and data analytics team analyzes over ten trillion advertiser bids on a monthly basis, utilizing the company’s best-in-class analytics capabilities. The Q4 2017 QMI incorporates impressions, revenue and eCPM data from these reports to provide a high-level analysis of key trends within the mobile advertising industry. Data is from the fourth quarter of 2017 (i.e., October 1, 2017 to December 31, 2017) and calendar year 2017, as well as the corresponding prior year periods. “Monetized impressions” or “paid impressions” are defined as impressions that were sold through the PubMatic platform, and “eCPM” is defined as the effective cost per one thousand impressions.
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 ten 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.
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.
Samson Adepoju, 646-731-9773
Director, Corporate Communications
Om Business Wire
(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
Kao Data Invests in euNetworks High Density Fibre as Part of a North London Artery11.12.2018 09:07 | Pressemelding
Kao Data, the home of innovation and UK’s leading entrant to the wholesale colocation market, has announced it is working with euNetworks, a Western European bandwidth infrastructure provider. This enables the delivery of high-density fibre and duct to the Kao Data, Harlow based data centre campus north of London. The new infrastructure provides unique routing opportunities, taking advantage of Harlow’s strategic location between core hyperscale campuses in Dublin and Amsterdam. It also offers fast connection to Slough, to the West of London, and Docklands in the East of London. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20181211005308/en/ Kao Data Invests in euNetworks High Density Fibre as Part of a North London Artery (Photo: Business Wire) As the UK continues its strong position in the international data centre market, a series of significant investments in high-density fibre routes are underway to support hyperscale d
Spirent Helps High-Speed Setup For Aston Martin Racing11.12.2018 08:00 | Pressemelding
Spirent Communications plc (LSE:SPT), the world leader in test, measurement, assurance, and analytics solutions for next-generation devices and networks, today announced that Aston Martin Racing (AMR) is using its Test as a Service (TaaS) platform, iTest, to assist the iconic automotive brand’s bid for FIA World Endurance Championship GTE category success. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20181211005239/en/ Spirent's technical partnership with Aston Martin Racing has dramatically reduced the team's high-speed LAN test and set-up time at FIAWEC events. (Photo: Business Wire) Aston Martin Racing deploys a high-speed local area network (LAN) trackside to connect team drivers and cars with the pit crew, engineers and managers on pit lane, to carry radio communications, telemetry and video data. The FIAWEC Super Season includes some of the world’s most grueling tests of driver and car – including the famous Le Mans 24
WaveOptics Raises $26m to Scale Business and Support International Expansion in Its First Stage of Series C Funding11.12.2018 08:00 | Pressemelding
WaveOptics, the world leading designer and manufacturer of diffractive waveguides for use in Augmented Reality (AR) wearables, has raised $26 million (£20m) from existing shareholders and new investors. The capital raised will be used to scale up the business operations on a national and international basis. This round was led by Octopus Ventures, one of WaveOptics’ largest shareholders and one of Europe’s most prominent venture capital firms. The fundraise was supported by other existing shareholders including IP Group, Robert Bosch Venture Capital and Gobi Partners, as well as new investors Goertek and Optimas Capital Partners. David Hayes, WaveOptics CEO, commented: “We have made excellent progress over the last year with our high performing, manufacturable, and versatile waveguides. We are now working with a wide range of leading global OEMs and ODMs as they ramp up the development of their products. “These additional funds will enable us to scale up rapidly around the world, parti
Yamaha Motor Outline of Long-term Vision & New Medium-term Management Plan11.12.2018 06:05 | Pressemelding
Yamaha Motor Co., Ltd. (TOKYO:7272) announced today that it has formulated its long-term vision until 2030, and a New Medium-term Management Plan for the three-year period starting in 2019. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20181210005244/en/ (Photo: Business Wire) For its long-term vision, Yamaha Motor has created the slogan “ART for Human Possibilities” and devised a growth strategy heading for 2030. For increasingly diversifying people's values and the environment around societies, the Company will implement its growth strategies while promoting solutions to social issues based on its own historical values. While maintaining the earning power from existing businesses, the new medium-term management plan will allocate resources to strategic growth areas such as new business, and work toward achieving consolidated net sales of 2-trillion yen and a consolidated operating income of 180 billion yen. View source vers
Egon Zehnder Global Board Diversity Tracker Suggests Gender Parity in the Boardroom May Never Be Achieved11.12.2018 06:01 | Pressemelding
Egon Zehnder, the world's leadership advisory firm, today released the results of its 2018 Global Board Diversity Tracker. The study shows the accelerating growth seen in female directors in Western Europe is now levelling off, and growth elsewhere remains sluggish, suggesting gender parity on boards may never be reached at the current pace. The research, examining data from 1610 public companies with market caps above €7bn in 44 different countries, shows that despite the slow improvement in the number of women on boards, nearly three quarters of all new board positions worldwide still go to men. Jill Ader, Chairwoman of Egon Zehnder, said: “We need diversity, but it’s simply not happening fast enough. New voices and perspectives are essential to unlock the transformational capabilities that businesses tell us they need. Companies - starting from the very top - have to recognize the impact that a critical mass of women on the board and the executive committee makes and take the steps
Rootstock Software Announces New International Channel Partners11.12.2018 06:00 | Pressemelding
Rootstock Software, a leading cloud Enterprise Resource Planning (ERP) provider for manufacturing, distribution and supply chain organizations on the Salesforce Platform, announced today that the company is continuing to experience significant international growth with the signing of several new partners. These partners will provide Rootstock customers in Europe, the Middle East and Southeast Asia with consulting and implementation services for the company’s Cloud ERP solution. Rootstock Cloud ERP is a flexible, modern and digitally connected ERP solution that provides organizations with real-time management across their entire business, including manufacturing, distribution, supply chain and finance operations. Rootstock’s channel partners will help customers achieve their digital transformation and business goals by leveraging Rootstock to better connect customers, suppliers and employees. When combined with Salesforce, Rootstock Cloud ERP customers enjoy a 360-degree view of all cus