Mobile private marketplaces (PMPs) monetised impression volume increased by 37 per cent year-over-year (YOY) in Q4 2017, adding to a long growth streak for mobile PMPs now spanning eight consecutive quarters, a PubMatic report found.
The upswing for mobile PMPs is attributed to major marketers continuing to increase spend through programmatic channels. PMPs offer robust options for advertisers to gain access to premium inventory coupled with safeguards for ad fraud and brand risk, amid growing concerns about quality, viewability and transparency.
For publishers, PMPs provide more control over their inventory and partnership with buyers. As a result, mobile PMP eCPMs globally in 2017 were priced at a 155 per cent premium, compared to those paid for the average mobile open exchange impression.
Apps drove mobile volume growth in 2017, while mobile web eCPMs rose more than 50 percent YOY globally. Android built a dominant OS lead to represent roughly eight-in-ten monetised mobile app impressions worldwide in 2017, while iOS delivered higher eCPMs.
Additionally, PubMatic’s new report shows mobile header bidding moved into the mainstream and approached maturity at the end of 2017, with global volume growth rates slowing to ‘merely’ robust levels by Q4.
Mobile web experienced 121 per cent YOY growth in header bidding impression volume in Q4 2017, more closely aligning with desktop inventory, which experienced an 81 per cent YOY impression growth rate over the same period.
Header bidding impression volumes monetised via mobile web in 2017 expanded fastest in APAC where they rose 43X YOY, followed by 4X YOY expansion in EMEA and 1.5X in the Americas.
Mobile video remained a developing opportunity as its global footprint expanded with mobile video eCPMs catching up to desktop in 2017.
As publishers deepened their header bidding expertise, the popularity of hybrid solutions offering both client- and server-side integrations, such as PubMatic’s OpenWrap, rose from 13.6 percent to 20.7 percent adoption rate between September and December 2017 according to ServerBid.
“We have seen a profound shift towards supply chain integrity and quality in 2017. We expect this trend towards quality and programmatic direct to continue in 2018 as advertisers increasingly demand higher standards for transacting. As an industry, we need to continue our efforts in giving buyers access to highly-engaged mobile audiences in a brand safe environment while providing sellers greater visibility and control,” explained Rajeev Goel, co-founder and CEO of PubMatic.