PubMatic Quarterly Mobile Index Finds Advertisers Focusing on Higher Quality Inventory

Jan 27, 2016


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According to PubMatic's Quarterly Mobile Index for Q4 2015 "advertisers are directing spending to higher-quality inventory, especially through more transparent mobile private marketplaces (PMPs)." This is, in part, a reaction to the problem of questionable ad impressions, and the effort by premium publishers to eradicate the problem. Subsequently, premium publishers are able to command higher prices for their ad inventory, according to PubMatic, and attract "more mobile ad spend, effectively closing the mobile gap between mobile ad spending and mobile media consumption."

The report identified five specific trends:

  1. Advertiser demand shifts towards higher-quality mobile PMP inventory to target mobile-obsessed holiday shoppers. 
  2. Vertical, retail and technology spending drove PMP growth.
  3. Opportunity for mobile growth remains strong on a global scale.
  4. The Android app ad awakens.
  5. Mobile gap remains closed. 

(http://info.pubmatic.com/QMI_Q415.html)


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