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New PubMatic Research Reveals Mobile Header Bidding Volumes Nearly Double as the Technology Extends to In-app EnvironmentsPubMatic releases Q3 2018 QMI report, highlighting key trends that impact mobile advertising growth REDWOOD CITY, Calif., Nov. 13, 2018 (GLOBE NEWSWIRE) -- PubMatic, the publisher-focused sell-side platform (SSP) for an open digital media future, today released its third Quarterly Mobile Index (QMI) of 2018. The report includes key insights around the growth in mobile app advertising, highlighting trends in mobile video, header bidding and the expansion of cross-channel monetization. The newly released findings will guide publishers and buyers toward smarter programmatic strategy and projected future mobile opportunities. Advertisers are expected to spend more than $180 billion on mobile advertising in 2019 (eMarketer) and so it is imperative to understand where the growth is taking place to plan accordingly. PubMatic’s Q3 2018 QMI Report reveals the top three trends to watch:
Mobile video is the fastest-growing video type among consumers and currently takes the greatest share of time spent. As such, advertisers are expected to spend nearly $30 billion on mobile video advertising in 2019 (Cowen and Company). For publishers hoping to take advantage of this growing opportunity, it is importat to focus on high-value content and robust quality controls that will attract brand advertisers. The report found that mobile header bidding volume nearly doubled with a 95 percent year-over-year increase in Q3 (desktop volume up three percent). Additionally, in-app parallel bidding (header bidding equivalent) continues to gain traction, reaching 14 percent of total mobile header bidding volume, following a fourth quarter of strong growth. “In-app header bidding technology development is poised to continue into and throughout 2019, incorporating the benefits of server-to-server functionality to minimize the current SDK drawbacks,” said Mike Chowla, Director of Product Management at PubMatic. “Publishers who keep up with the evolution of in-app header bidding will stand to tap into a fast-growing revenue stream over the next 18 months.” To view the full Q3 2018 Quarterly Mobile Index Report from PubMatic, visit: https://pubmatic.com/reports/qmi-q3-2018/. QMI METHODOLOGY About PubMatic PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the property of their respective owners. This press release and the QMI may contain inaccuracies, and the QMI is based on operational data that has not been audited or reviewed by a third-party. They may contain forward-looking statements about future results and other events that have not yet occurred. Actual results may differ materially from PubMatic’s expressed expectations due to future risks and uncertainties. PubMatic does not intend to update the information contained in this press release or the QMI if any information or statement contained herein or therein is, or later turns out to be, inaccurate. Press Contact: |