Monetized mobile app impressions continue to outgrow mobile web – and other insights

Publishers are engaging more heavily with header bidding as they launch more strategic implementations of the technology. According to a new report from mobile advertising company PubMatic, header bidding impressions through the platform increased 220% year-on-year in Q3 2017 including a 252% jump in mobile web impressions and 214% through desktops.

Header bidding was particularly robust in the APAC region.

The latest PubMatic’s Quarterly Mobile Index (QMI) is based on an analysis of billions of digital impressions through its platform.

It notes that advertisers also boosted their private marketplace (PMP) usage for mobile ad investments. PMP continues to present a robust option for buyers to reach mass mobile audiences. Monetised PMP impression volume was up 75% during the third quarter of the year.

Meanwhile, mobile app monetization continues to be one of the core ad opportunities with monetized impression volumes across PubMatic shifting towards app. The current split in favour of apps stands at 65% to 35% for mobile web, up from 42% to 58%, respectively.

However, mobile web ads continue to gain traction outside of the Americas. In the APAC and EMEA regions, PubMatic noted web volume sales lifts of 16 to 23 percentage points, respectively.

Video continues to develop into a prime opportunity for many programmatic advertisers, particularly premium publishers are now gravitating towards video content. 80% of publishers stated their interest in boosting video content, according to a Digiday survey.

Monetised mobile ad impressions presented 24% of total video ad impressions through the PubMatic platform. Video is still dominated by desktop, but that gap is becoming smaller over time.

In addition, the report found that mobile web impressions for retail publishers rose 48% during the third quarter 2017.

“Mobile, once regarded as the third screen is now quickly becoming the first screen for many consumers globally which has accelerated header bidding on mobile,” explained Rajeev Goel, co-founder and CEO at PubMatic. “Publishers should be in control of their ad decisioning and those looking to take advantage of both server-side and client-side header bidding should implement a single, holistic wrapper solution to avoid the limitations of a multi-wrapper solution.”