Mobile ad spend in APAC has seen strong growth (25%) in the third quarter (Q3) this year due to the rise of header bidding, a programmatic buying technique that emerged about four years ago. This is according to PubMatic's?Quarterly Mobile Index, which showed that?mobile header bidding spend rose 71%, and volume rose 35% over last quarter.
Globally, header bidding is spurring further mobile ad monetisation, accounting for more than half of header bidding transactions in Q3 2019, a dramatic rise from 41% last quarter. Mobile took up 51% of header bidding volume share, while desktop contributed 29%. "Given strides to eliminate fraud in-app, and the high pace of mobile development in APAC, header bidding is finding new life to its expansion through mobile devices," added the report.
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Meanwhile, the mobile video ad volume rose 31% worldwide over the same period. According to PubMatic, it has been growing "moderately but consistently". While desktop took up 54% of the monetised video impression share, mobile (46%) is expected to overtake it by early 2020.?In Q3, mobile video ad volume grew twice the rate of display ads over last quarter, rising 31% and 15% respectively.
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Overall, the APAC region took up the largest mobile share of platform spend at 54%, followed by EMEA (47%) and the Americas (36%). Worldwide,?mobile ad platform spending continued to grow aggressively in Q3, rising 28% over last quarter, while desktop ad platform spending declined slightly over the same period. Mobile ad volume increased 23% over last quarter.
For the report, PubMatic?s yield and data analytics team analyses over 13 trillion advertiser bids on a monthly basis, It incorporates impressions, revenue and eCPM data from these reports to provide an analysis of key trends within the mobile advertising industry. Data is from 1 July to 30 September 2019, as well as the corresponding prior year periods.
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