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Header bidding thriving in mobile channels: PubMatic report

Header bidding continued to thrive in mobile channels as the format’s monetised 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 per cent during the same period, a report by PubMatic found.

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.

The report highlighted that monetised mobile PMP impression volume and eCPMs increased 73 per cent and 23 per cent YOY in Q2 2017, respectively. Mobile app monetised impression volume more than doubled YOY in Q2 2017, while mobile web eCPMs proved resilient with double-digit growth YOY across all geographical regions during the same period.

“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,” said Rajeev Goel, co-founder and CEO at PubMatic.

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 per cent and 75 per cent of monetised 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.

Android consolidated its position as the driver of mobile app opportunity with more than eight out of 10 monetised app impressions served to Android-powered devices in Q2, while iOS eCPMs remained higher.

Mobile monetisation grew globally in Q2 2017, with monetised impression volume up 25 per cent YOY worldwide. APAC represented 10 per cent of monetised mobile impressions in Q2 2017, a portion that remained essentially flat compared with the 12 per cent share served in that region the previous year.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.