We’re pleased to publish the latest Marketplace Report, a quarterly update that takes an in-depth look at trends in monetization and ad performance across the mobile programmatic ecosystem. It reflects data from our MoPub Marketplace, which is representative of over 31,000 active mobile apps, more than 264 billion monthly ad requests, more than 1 billion unique devices, and 155+ demand-side platforms.
Download the full report or read on for highlights:
Direct relationships helped publishers and demand partners maximize the benefits of programmatic through Private Marketplaces.
Publishers who executed direct deals through Private Marketplaces in Q2 increased quarterly revenue by 93% more than others. On the buy side, one demand partner was able to work with a publisher to gain exclusive access to premium inventory and achieve 2.9x higher click-through rates than the open marketplace while decreasing cost per click by 44%.
New ad formats have become ubiquitous
While banners continue to play a critical role in app monetization strategies, the number of publishers who have adopted newer formats like video, interstitials, and native grew significantly into Q2 2015 compared to Q2 2014 (see chart above). Demand partners have followed suit with the ad format evolution — being quick to integrate, adopt, and spend.
Other highlights from the report:
The data reflected here is solely representative of quarterly trends from exchange-traded media; it does not include any ad network or ad network mediation data. MoPub does not sell advertising and does not buy inventory. The data includes quarter-over-quarter and year-over-year trends across several dimensions that impact revenue for mobile application publishers.
Also please note that the general findings here are based on internal data and data from a third party, and may be subject to errors and omissions. Each ad campaign is different.
Have questions or want more details? Email MoPubfirstname.lastname@example.org and we’ll be in touch.
Note: This content was originally posted on the MoPub blog.