As the critical mass of mobile users focuses less on programmatic practices, Ad monetization growth within mobile advertising will now come from more time spent on new formats.
Redwood City, CA- Nov 13, 2019: PubMatic, highlighting three key Q3 2019 trends, released the findings of its third Quarterly Mobile Index (QMI). The report provides both publishers and advertisers with insights around mobile advertising, leading to future mobile opportunities and smarter programmatic strategies.
The findings showcase the effects that the massive growth in mobile ad buying has ushered in the latest report, bringing in the newest era of mobile programmatic advertising. PubMatic’s Q3 2019 QMI report reveals the following top three trends to watch:
The Honeymoon Phase for Mobile and Video isn’t over, and the Industry is Expanding around them. With inventory increasing 31% over the last quarter, mobile video continues to be the fastest-growing format across all environments, with the expectation that spend will increase proportionally.
The Next Wave of Mobile Advertising is here. As the critical mass of mobile users focuses less on programmatic practices, ad monetization growth within mobile advertising will now come from more time spent on new formats.
Mobile Header Bidding Has Finally Evolved as a Standard Industry Practice. Accounting for more than half of header bidding transactions in Q3 2019, header bidding is spurring further mobile ad monetization, a dramatic rise from 41% last quarter.
Despite already maintaining market dominance, as mobile continues to see double-digit growth, the programmatic practices being done in developed markets has created more prosperity among emerging markets. Mobile ad platform spending continued to grow aggressively in Q3 based on PubMatic’s research, rising 28% over the last quarter, while desktop ad platform spending declined slightly over the same period. Mobile-first economies can expect even faster adoption than with developed markets, in this new era of programmatic mobile advertising.
According to Paulina Klimenko, SVP, Corporate Development, and GM, Mobile at PubMatic; calling for continued expansion over the next 18 months, mobile’s continued growth is most definitely spurred by its symbiotic relationship with video and our research is aligned with industry trends. Mobile is the preferred platform for consumption, and Video ads create incremental value to publisher revenues. Ensuring a strong mobile video monetization partner requires a holistic look at capabilities across quality tools, reporting, unique demand, and having the integration flexibility that fits in the long and short-term goals.
PubMatic is a marketing automation software that provides publishers with real-time analytics, yield management, and workflow automation and provides a global roster of comScore publishers with a single view into their advertiser relationships across every channel, every screen, and every format.
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