Report Shows Header Bidding Thriving in Mobile ChannelsPubMatic has released a study that shows publishers are seeing significant mobile lift as mobile web header bidding eCPMs rose nearly 150 percent year-over-year in Q2 2017PubMatic, the automation solutions company for an open digital media industry, today announced its findings in its Q2 2017 Quarterly Mobile Index (QMI) report. The report, which identifies trends in mobile advertising, found that header bidding continued to thrive in mobile channels as the format’s monetized impression volume grew at more than twice the rate of desktop year-over-year in Q2 2017, while mobile web header bidding eCPMs improved nearly 150 percent during the same period. More publishers continue to embrace header bidding, a solution that gives them the power to escape the auction waterfall and unify demand sources to increase competition on an impression-by-impression basis. As mobile continues to grow as a channel for header bidding execution, solutions like PubMatic OpenWrap enable publishers to optimize their integration mix of client- and server-side demand across all formats, including mobile web, in-app, video and more. “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,” said Rajeev Goel, co-founder and CEO at PubMatic. “As mobile opportunities rise globally, we see holistic header bidding solutions becoming increasingly important to publishers, enabling them to reclaim control of their inventory.” Findings from the Q2 2017 report also show that emerging programmatic formats, including video and native, started to take hold in the second quarter of the year, with mobile web serving as the primary platform for both formats at 68 percent and 75 percent of monetized mobile impressions, respectively. Both formats are designed for increased consumer engagement. As more brands shift ad spend to automated channels, we expect opportunities in mobile video and native advertising to continue to rise. More highlights from the Q2 2017 Quarterly Mobile Index include:
Source: PubMatic media announcement |