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
Universal Laser Systems Expands Its Materials Database with Henkel, Hexcel and Saint-Gobain Materials19.6.2018 12:05 | Pressemelding
Universal Laser Systems (ULS) announces the addition of Henkel, Hexcel® and Saint-Gobain materials to its materials database, the most extensive repository of laser material processing parameters for materials in the range of 10 watts to 500 watts. The Henkel, Hexcel and Saint-Gobain materials new to the ULS materials database were specifically added for laser processing with the ULTRA and XLS platforms, suited for high accuracy and precision laser cutting, laser ablation and laser surface modification. The materials include: Henkel Bergquist™ Gap Pad® VO Thermal Material Henkel Bergquist™ Hi-Flow® 105 Thermal Material Henkel LOCTITE® EA 7000 AERO Film Henkel Hysol® EA 9696 AERO Film Henkel Bergquist™ Sil-Pad A2000 Thermal Material Hexcel® HexForce® 353 Aramid Fabric Hexcel® HexForce® 282 Carbon Fabric Saint-Gobain CHEMFILM® DF100 Cast PTFE Film Saint-Gobain CHEMFILM® ETFE-E2 Extruded Fluoropolymer Film Laser processing notes, describing the results of the laser-material interaction fo
Valence Advises Itaúsa on Sale of Brazilian Chemical Co Elekeiroz to H.I.G. Capital19.6.2018 11:57 | Pressemelding
The Valence Group acted as advisor to Itaúsa on its sale of Brazilian chemical company Elekeiroz for R$160 million (EV), reduced by the net debt and proportionate to its shareholding (96.5% of total capital stock). The Company is a leading local producer of oxo-alcohols, plasticizers and anhydrides. About Itaúsa Itaúsa is a Brazilian holding company which controls several companies active in areas such as the financial sector; industries include wood panels, bathroom fittings and fixtures; infra-structure; and retail. It is one of the largest private conglomerates in Brazil and one of the largest in the world. About Elekeiroz Founded in 1894 and headquartered in Várzea Paulista – São Paulo, Elekeiroz operates in the chemicals manufacturing market. Through two production sites in Várzea Paulista and Camaçari – Bahia, the Company’s portfolio includes Oxo-Alcohols, Plasticizers, Phthalic & Maleic Anhydrides, Sulfuric Acid and other by-products. Elekeiroz has a diversified client base, com
Dole Adds Industry Veteran Michael Solomon as President of Dole Fresh Vegetables19.6.2018 10:00 | Pressemelding
Dole Food Company, Inc. announced the appointment of Michael H. Solomon as the new President of Dole Fresh Vegetables effective June 18, 2018. As Dole Fresh Vegetables President, Solomon will have responsibility for all of the division's operations across North America. He will report directly to Dole Food Company President and Chief Executive Officer Johan Linden. With 30 years experience, including within the food and beverage industry, Solomon has a proven success record of taking high-performance brands to the next level, increasing performance and margins in sales, plant operations, and profit growth. Among other positions, Solomon has held roles of President of POM Wonderful and President and CEO of Ready Pac Foods, Inc., prior to joining Dole. “Michael has built an impressive track record of strategic, operational and commercial accomplishments,” said Johan Linden, President and Chief Executive Officer of Dole Food Company. “He has considerable experience and knowledge of the fr
IDEMIA Selected to Deliver Its Next Generation Fingerprint Matcher Engine as Part of the UK Home Office Biometrics Programme19.6.2018 07:54 | Pressemelding
This award will result in the deployment of the very latest IDEMIA fingerprint matching platform, which will deliver significant productivity improvements by offering increased accuracy fingerprint services to the stakeholders and users of the HOB Programme. In the first phase of the project IDEMIA’s solution will be deployed for use by United Kingdom National Law Enforcement agencies, to be closely followed by Immigration and Border stakeholders. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180619005576/en/ (Photo: IDEMIA) IDEMIA’s solution is based upon its MBSS Search Platform1 with additional Services. MBSS is a flagship product of IDEMIA, combining very high scalability (over 1 billion identities possible), very high availability – designed for mission-critical systems – and integrating IDEMIA’S world-leading biometric algorithms. The IDEMIA award results from a competitive procurement. Initially a five year contract,
Vincent Fournier Joins Binary Tree as Chief Innovation Officer19.6.2018 07:00 | Pressemelding
Binary Tree has named Vincent Fournier as its first chief innovation officer, reporting to CEO Nick Wilkinson. In this critical executive management role, Vincent will lead a fast-paced, innovative, and collaborative team that helps power digital transformation. His team will develop new products and services to meet the urgent and pervasive needs of customers. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20180619005126/en/ Vincent Fournier, Chief Innovation Officer at Binary Tree. (Photo: Business Wire) “The appointment of Vincent to this important new role is a key part of our strategy to define and accelerate the next phase of growth for Binary Tree and continue to drive our competitive advantage,” said Binary Tree CEO Nick Wilkinson. “We have a clear strategy, focused on transformation, innovation and the evolution of Binary Tree within the broader Microsoft ecosystem.” “I am thrilled to be joining Binary Tree during suc
Janssen Phase 3 Study Programme of Esketamine Nasal Spray in Patients with Treatment-Resistant Depression Presented for the First Time in Europe19.6.2018 06:00 | Pressemelding
The Janssen Pharmaceutical Companies of Johnson & Johnson presented for the first time in Europe data from pivotal Phase 3 clinical studies of the investigational compound esketamine nasal spray in treatment-resistant depression.1,2,3,4 The studies, conducted by Janssen Research & Development, LLC, were presented at the 31st International College of Neuropsychopharmacology (CINP) congress in Vienna, Austria. Data discussed from the Phase 3 programme included results from the maintenance phase of a long-term relapse prevention study in adults with treatment-resistant depression. The data found that continuing treatment with esketamine nasal spray plus an oral antidepressant in patients beyond 16 weeks showed clinically meaningful and statistically significant superiority to treatment with an oral antidepressant plus placebo nasal spray in delaying time to relapse of symptoms of depression. Furthermore, the data indicated that patients in stable remission treated with esketamine nasal sp