Netimperative
Netimperative
  • Home
  • Ads
  • Content
  • Mobile
  • E-commerce
  • Social
  • Regulation
  • Video
  • Viral
Menu
  • Apple
  • Amazon
  • Facebook
  • Google
  • twitter
  • WhatsApp
  • YouTube

App marketing trends: Impressions rise 26% as ‘private programmatic’ soars

August 21, 2019

In-app mobile ad impressions rose 26% over last year as advertisers move to Private marketplaces (PMPs) to buy and sell inventory, according to new research.

PubMatic reveals finding from their Q2 2019 Quarterly Mobile Index (QMI) that incorporates PubMatic’s proprietary impressions, revenue and eCPM data to provide a high-level analysis of key trends within the mobile advertising industry.

Key findings:

  • Mobile in-app inventory unlocks revenue for the advertising industry – In Q2 2019, in-app impressions rose 26% over last year and is rejuvenating creative talents and fostering net new revenue growth for the advertising industry.
  • In-App PMPs take centre stage in programmatic media buying – Amid fraud concerns last year, advertisers are moving from the open market to PMPs and advertisers are on track to spend $27 billion in digital display spending in 2020, and over half of which will be through PMPs.

Based on PubMatic’s findings, in-app inventory has seen significant changes as for the first time iOS has emerged as the leading in-app operating system, while APAC has surpassed EMEA as the second largest region for in-app ad impressions in Q2 2019. iOS’ share now exceeds 50% of worldwide mobile in-app impressions in Q2 2019, up from one-third the year prior; overall, shares grew in all regions globally, even in APAC where Android remains dominant. Significantly, APAC now accounts for over a quarter of the global inventory.

“After mobile inventory quality setbacks with fraud last year, the industry is evolving to increasingly leverage PMPs to safeguard transactions over open RTB’s and will be the dominant approach to buying programmatic advertising as soon as next year,” shared Emma Newman, CRO, EMEA at PubMatic. “The entire industry is coming together to address in-app quality concerns and we’ve already seen steady growth in adoption rates, by about 12% of the top 1000 industry apps publishing app-ads.txt files as of mid-July 2019.”

Wayne Blodwell, CEO, The Programmatic Advisory says: “Many traditional advertisers have been wary of in-app advertising for quite some time owing to the difficulty in measuring actions from app to web environments and the fact in-app is riddled with fraud. However, the measurement challenges are not going away. In the short-term, to mitigate some of the risk fraud presents, buyers can apply whitelists and PMPs with trusted app owners. This allows brands to freely spend in an environment which is increasingly taking up a greater share of a user’s daily attention and should not be ignored as part of the media buying mix. It’s great to see the results of this study highlight this mindset shift from buyers”.

Download the full Q2 2019 <a href=”https://pubmatic.com/reports/pubmatic-qmi-q2-2019/”>Quarterly Mobile Index Report here.</a>

Ads, Mobile advertising, Android, apps, brands, global

Archives

Tags

advertising agencies Amazon analytics Android Apple apps Australia BBC brands Brazil broadband China Christmas comScore content digital marketing ecommerce email Entertainment Europe Facebook France games Germany global Google government images infographic local marketing media Microsoft music Privacy retail Search security smartphones technology Twitter UK video YouTube

Recent Posts

  • Top six Valentine’s Day ads for 2022
  • 2021 Halloween: digital marketing campaigns we loved this year
  • Empowering employees; the critical link between EX and CX
  • Investing in in-app social features is a must in a world that is crying out to be connected
  • QR codes, Gen Z and the future of OOH

Copyright © 2025 Netimperative.

Magazine WordPress Theme by themehall.com

We use cookies to improve the website and your experience. We’ll assume you’re okay with this, but you’re welcome to opt-out
Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT