PubMatic-2019年Q2移动广告指数报告（英文）-2019.9-16页_4mb

报告摘要

Q2 2019 PubMatic Quarterly Mobile Index (QMI) Summary

Core Content

PubMatic's Q2 2019 Quarterly Mobile Index (QMI) report provides insights into the mobile advertising industry, focusing on trends and opportunities for publishers and advertisers. The report highlights key developments in in-app inventory, programmatic media buying, and the impact of political events on ad spending.

Main Trends and Key Insights

1. Mobile In-App Inventory Unlocks Revenue

In-app ads are driving new revenue growth due to high user engagement and advanced technologies enabling immersive ad experiences.
In-app impressions increased by 26% compared to the previous year.
APAC saw the fastest growth, with in-app impressions more than doubling.
iOS has emerged as the leading operating system for in-app ads, capturing over 50% of global mobile in-app impressions in Q2 2019, up from one-third the year prior.
Video iOS ads grew by 127% year-over-year, significantly contributing to this shift.
iOS share increased in all regions, including APAC, where it rose from 16% to 29%.

2. In-App PMPs Take Center Stage

Private Marketplaces (PMPs) are becoming the dominant approach in programmatic media buying, surpassing open real-time bidding (RTB).
Advertisers are expected to spend $27 billion on digital display ads in 2020, with over half going through PMPs.
Mobile in-app PMP volume grew by 69% year-over-year in Q2 2019, following a tripled growth in the previous year.
Open market in-app inventory rebounded by 26% in Q2 2019, after a 10% decline in Q2 2018.
PMPs are gaining traction as they offer greater transparency and trust, addressing concerns from the previous year related to fraud.

3. Video Fuels In-App Spending During Political Events

Political events drive significant ad spending, particularly through video ads.
During the first Democratic debate in June 2019, 9 million US households watched the event digitally, with 14 million video views across platforms.
Marketers are expected to spend $917M on ads during the upcoming political season, a 71% increase from 2016.
Mobile ad volume in the US news vertical spiked by 47% during the debate week, surpassing the 27% industry-wide increase.
In-app video drove the majority of the Q2 mobile ad spend growth, with impression volume doubling year-over-year and 391% growth in the same period.

Industry Initiatives

The IAB's app-ads.txt specification was released in March 2019 to combat fraud and improve transparency.
72% of app-ads.txt files currently include PubMatic’s Advertiser System Identifier.
12% of the top 1,000 industry apps published app-ads.txt files as of mid-July 2019, indicating growing adoption.
There is a need for education among app developers to understand the importance of these standards for inventory quality and buyer trust.

Regional Insights

APAC is experiencing rapid growth, now accounting for over a quarter of global in-app ad inventory.
The Americas remain the largest region for mobile PMPs, contributing 50% of global PMP impressions.
EMEA is the second largest region for mobile PMPs, with a 29% share in Q2 2019, down from 56% the previous year.

Methodology and Disclaimer

The QMI report is based on PubMatic's operational data, analyzing over 13 trillion advertiser bids monthly.
Percentages may not sum to 100% due to rounding.
"Monetized impressions" are defined as impressions sold through the PubMatic platform.
"eCPM" refers to the cost per one thousand impressions.
The report includes forward-looking statements and is not audited by third parties. It may contain inaccuracies or typographical errors.

About PubMatic

PubMatic is a digital advertising technology company focused on premium content creators.
The platform helps independent app developers and publishers control and maximize their advertising businesses.
PubMatic emphasizes a publisher-centric approach, enabling advertisers to achieve higher ROI through brand-safe, premium environments.
Since 2006, PubMatic has built a global infrastructure and remains a leader in programmatic innovation.

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, jaan.janes@pubmatic.com
- Kyle Dozeman, VP, Advertiser Solutions, US, kyle.dozeman@pubmatic.com