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PubMatic’s Q4 2016 Quarterly Mobile Index (QMI) report found that mobile monetized header bidding impressions grew nearly 50X year-over-year in Q4 2016. At the end of 2016, in fact, header-bidding-enabled mobile impressions accounted for more than 75 percent of PubMatic’s total impression pool.

PubMatic, an automation solutions company for the digital media industry, regularly published the Index which identifies major trends in programmatic mobile advertising, with highlights around header bidding, private marketplaces (PMPs), and shifting dynamics between mobile web and mobile app monetization.

“In 2016, we saw header bidding mature from a desktop innovation to a ubiquitous method of digital advertising transaction for both desktop and mobile web around the globe,” said Rajeev Goel, a co-founder and current CEO of PubMatic.

In Q4 2016, mobile PMP impression volume grew more than 200% year-over-year, reaching a global all time high, while eCPMs nearly doubled, with automotive and technology verticals driving that growth, according to a statement emailed to MAW.

Data from the Index additionally highlights notable changes in mobile web and mobile app monetization, with mobile web remaining the leading source of monetization for premium publishers.

“The introduction of innovations like header bidding to mobile app monetization over the course of 2017 will continue to increase the impact of this ad decisioning tactic on publishers’ monetization strategies by bringing the same benefits—higher eCPMs and a more competitive landscape for publishers and greater access to premium inventory for buyers—to even the mobile app ecosystem,” Goel noted.

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