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.
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.
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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