PubMatic-2019年Q2移动广告指数报告（英文）-2019.9-16页_3mb

报告摘要

PubMatic Q2 2019 Quarterly Mobile Index Summary

Core Content

PubMatic's Q2 2019 Quarterly Mobile Index (QMI) report highlights key trends and developments in the mobile advertising industry, offering insights for both publishers and advertisers. The report is based on the analysis of over 13 trillion global advertiser bids processed through PubMatic's platform, providing real-time data and comparisons with other industry reports.

Main Trends and Key Insights

1. Mobile In-App Inventory Drives Revenue Growth

In-app impressions increased by 26% compared to the previous year, with APAC showing the most significant growth, more than doubling in volume.
iOS emerged as the leading in-app operating system, capturing over 50% of worldwide mobile in-app impressions in Q2 2019, up from 33% the year prior.
Video iOS ads saw a 127% year-over-year increase, contributing significantly to the growth in iOS share.
In-app video experienced the fastest growth, rising by 391% year-over-year, and is expected to account for 15% of all in-app ad spending in 2019.

2. In-App PMPs Gain Prominence in Programmatic Media Buying

Private marketplaces (PMPs) are expected to dominate programmatic ad buying by 2020, with over 50% of digital display spending expected to be through PMPs.
Mobile in-app PMP volume grew by 69% year-over-year in Q2 2019, after almost tripling in the previous year.
The open market rebounded with a 26% increase in in-app inventory, following a 10% decline in Q2 2018 due to fraud concerns.
App-ads.txt adoption is increasing, with 72% of app-ads.txt files including PubMatic’s Advertiser System Identifier. Adoption among the top 1,000 apps reached 12% by mid-July 2019, with similar rates across Android and iOS.

3. Video Advertising Surges During Political Events

Political events, such as the US Democratic primary debates, drove a significant increase in mobile ad spending.
Mobile ad volume in the US news vertical spiked by 47% above the Q2 weekly average during the first Democratic debate.
Video ads accounted for the majority of the growth in the news vertical, with in-app video seeing a 391% year-over-year increase.
Marketers are expected to spend $917M on advertising during the upcoming political season, a 71% increase from 2016.

Regional Insights

APAC is experiencing the fastest growth in in-app ad inventory and is now the second largest region for in-app impressions, accounting for over 25% of global inventory.
The Americas led in mobile PMP growth, holding 50% of the global PMP ad volume, while EMEA is the second largest region with a 29% share.
North America remains the dominant region for in-app ad impressions and PMPs, though its share is expected to decline by 4 percentage points by 2022 as APAC continues to expand.

Industry Implications

The mobile advertising industry is evolving to address fraud concerns by promoting the use of PMPs and app-ads.txt.
Education and adoption of these standards are critical for improving marketplace transparency and inventory quality.
Political events offer a unique opportunity for publishers to increase revenue through higher eCPMs and increased web traffic.

QMI Methodology

The QMI is generated by analyzing impressions, revenue, and eCPM data from PubMatic's platform.
The report uses operational data and may contain inaccuracies or typographical errors.
It is based on unaudited data and includes forward-looking statements that may not materialize as expected.

About PubMatic

PubMatic is a digital advertising technology company that supports premium content creators.
The platform enables independent app developers and publishers to control and maximize their advertising businesses.
PubMatic focuses on publisher-centric solutions to help advertisers achieve better ROI through brand-safe, premium environments.

Contact Information

Research Contact: Susan Wu, Director, Marketing Research, susan.wu@pubmatic.com
Press Contact: North 6th Agency, pubmatic@N6A.com
Sales Contacts:
- Jeffrey Hirsch, Chief Commercial Officer, jeffrey.hirsch@pubmatic.com
- Jason Barnes, Chief Revenue Officer, APAC, jason.barnes@pubmatic.com
- Jaan Janes, VP, Customer Success, US, jaaan.janes@pubmatic.com
- Kyle Dozeman, VP, Advertiser Solutions, US, kyle.dozeman@pubmatic.com