Mobile header bidding impression volumes grew at twice the rate of desktop during the second quarter in 2017, whilst mobile web header bidding eCPMs improved almost 150% during the same period.
According to the ad trends report, more publishers are now using header bids to optimise their client and server-side demand across mobile web, in-app and video formats.
Both video and native mobile ad formats performed well during the second quarter of 2017 with mobile web serving as the main platform for both formats at 68% and 75% of monetised mobile impressions. PubMatic expects this trend to continue as more brands shift their ads dollars to these channels.
Additionally, the report noted that monetised private marketplace (PMP) impression volume and eCPMs increased 73% and 23% the year over in the second quarter.
Mobile app monetised impression volume more than doubled during Q2 2017 compared to the previous year, whilst mobile web eCPMs continued their double-digit growth across all measured regions.
Meanwhile, Android continues its lead when it comes to mobile app impressions with more than eight out of 10 monetised app impressions served to Android devices compared to iOS.
Interestingly, the EMEA regions are leading the expansion with monetised mobile impressions almost tripling compared to the previous year. However, the Americas continue to demand the largest share in monetised mobile impressions.
Rajeev Goel, Co-founder and CEO at PubMatic, explained:
“The dramatic growth of mobile audiences worldwide has been a catalyst of header bidding innovation, from in-app capabilities to hybrid client- and server-side solutions. As mobile opportunities rise globally, we see holistic header bidding solutions becoming increasingly important to publishers, enabling them to reclaim control of their inventory.”