New PubMatic Research Finds Mobile In-App Monetization Spurred by Video and Header Bidding, Though Challenges Remain

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Company Releases This fall 2018 QMI Report, Highlighting Key Trends in Mobile Advertising Growth

, the publisher-focused sell-side platform (SSP) for an open digital media future, launched its fourth Quarterly Mobile Index (QMI) of 2018. The report highlights key tendencies influencing cell promoting progress, permitting publishers and advertisers to make smarter selections round their programmatic methods.

Advertisers are more and more interested in the improved concentrating on and elevated buyer engagement of cell in-app, with many patrons choosing programmatic transaction strategies for this stock (Forrester Consulting). PubMatic’s This fall 2018 QMI Report discovered that in-app video advert spend was up over 200 p.c year-over-year in 2018 as patrons embrace in-stream alternatives. Header bidding expertise can also be starting to take maintain throughout the in-app atmosphere, with impression volumes rising greater than 300X year-over-year in 2018.

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Innovative applied sciences resembling server-side (S2S) header bidding are unlocking alternatives for publishers to reap the advantages of effectivity and elevated competitors. However, high quality issues nonetheless stay a problem in-app, driving patrons to depend on non-public marketplaces for in-app stock. As the open market turns into safer for the net, desktop and cell internet noticed an increase in OpenRTB transactions. In-app stock, then again, skilled comparatively flat progress in OpenRTB, whereas PMP impression quantity skilled a 78 p.c improve.

“Mobile is undeniably a huge growth driver for the programmatic industry, spurred by huge opportunities available in-app,” mentioned Jeff Hirsch, CMO and head of US writer improvement at PubMatic. “PubMatic is committed to advancing the technologies and services that will empower our clients to embrace programmatic in-app advertising. We also acknowledge that we all must work together to address the quality concerns that remain, so we can unlock the full potential the format has to offer.”

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For the primary time, cell is forecast to account for over one-third of world advert spend in 2019, turning into a greater than $230 billion market (eMarketer). PubMatic’s This fall 2018 QMI report signifies 5 keys tendencies as publishers and advertisers look to additional capitalize in 2019:

  • In-app alternatives propel cell right into a management place in digital video.
  • In-app header bidding is starting to take maintain.
  • Advertisers more and more leveraged non-public marketplaces to enhance in-app high quality.
  • In-app monetization thrived, whereas cell internet skilled best progress.
  • Holiday purchasing supplied an enormous increase to cell advert spend globally.

With this report, publishers and media patrons shall be armed with insights into the tendencies and improvements impacting this burgeoning market and higher positioned to capitalize on the rising alternatives out there in-app. As a pacesetter in cell promoting expertise, PubMatic will proceed to spend money on rising their capabilities over the course of the yr, notably round in-app, video, header bidding and PMPs.

The submit New PubMatic Research Finds Mobile In-App Monetization Spurred by Video and Header Bidding, Though Challenges Remain appeared first on MarTechSeries.

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